PLEASE NOTE: The following work was presented to the client along with other creative concepts. The final product was different than shown.
An incredible amount of research and development goes into every Purina Veterinary Diets (PVD) product. As in, sometimes a decade's worth of R&D, for just one diet, that may or may not fail. It takes an incredible amount of dedication and perseverance, and an exceptional love for pets, to make these scientific feats possible.
However, Purina wasn't getting the credit for the science behind PVD, and they were being perceived as uber-corporate, faceless, and just as "clinical" as the competition. The challenge was two-fold: build scientific credibility in the eyes of veterinarians by communicating their extensive R&D process, while relating to veterinarians by showcasing the people behind it all.
First, the concept.
Then, the execution. The client asked us to begin with FortiFlora. It's a well-known product, and one that veterinarians love and regularly prescribe, but there was no perceived connection between FortiFlora and PVD (again, PVD was not getting the credit).
A horizontally scrolling, immersive, interactive experience reveals the FortiFlora story, chapter by chapter: inspiration, science, technology, trials and production. We used various media types — text-based narrative, video content, photo galleries and interactive charts — to strike the balance of diving deep into the science while bringing the people who made FortiFlora possible to the forefront.
The homepage.
The FortiFlora introduction. From here, the story unfolds as you scroll right. The slider at the bottom lets you know where you are in the story. Click on any chapter to jump ahead. Or switch to another product with the menu at top right.
