RPA

“Imaginary Friends Society ” Blood Transfusions

The Pediatric Brain Tumor Foundation is an organization that helps fund research to find a cure for pediatric brain tumors, and offers support to thousands of children suffering from brain cancer. They teamed up with RPA advertising agency to create a group of fun, fictional characters called the Imaginary Friend Society, in order to make cancer treatment less scary and intimidating for a child. Those characters would star in a series of fun, light-hearted videos that demystify parts of the cancer treatment process, delivering important information while also providing a buffer shielding kids from the upsetting realities of cancer care.

Lobo was chosen to produce one those videos, explaining why a child who’s undergoing chemotherapy needs to experience regular blood transfusions. The Imaginary Friend who hosts this segment is a robot tyrannosaurus called Mr. Spikes, who tells all a kid needs to know about red and white blood cells and the reason why they need to be replenished by blood transfusions.

Lobo’s creative team suggested using as metaphor a video game scenario, with the blood cells as the heroes. This approach helped establish an immediate connection with the target audience, giving the Cells a more prominent role while remaining true to the essence of the original idea.

The look of the Cells was also devised with the intention of bringing them closer to the children’s universe. That’s why they were portrayed as kids wearing large red and white spherical helmets, a simple, straightforward visual device that gives them a friendly, relatable appearance.

Being the part of the protection mechanism against harmful intruders, the White Blood Cells were characterized as black belt karate fighters, which presents a more disciplined, not too aggressive take on the idea of self-defense. The Red Blood Cells, for their part, are responsible for transporting oxygen and nutrients around the body, so they are portrayed as agile, parkour-skilled couriers.

Stills & Concept Art

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Credits

Director
Guilherme Marcondes
Executive Producer
Luis Ribeiro
Global Head of Production
Loic Francois Marie Dubois
Account Manager
Su Constantine
Producer
Gustavo Banevicius
Production Assistant
Gaby Leal
Animation Director
Thiago Martins
Concept Art
Isabela Littger, Felipe Jornada, Wilson Panassi
Animators
Fernando Chan, Anderson Omari, Thiago Martins
Clean Up
Francisco Sanches
Comp
Estevão Santos
Post Production
Fabiano Broki
Audio
Paulo Beto