Data is not useful until it becomes information, and on this fascinating 30-second commercial the flow of information is presented in a unique way by seamlessly combining medical visualizations, scientific literature, live action photography, pathogen analysis, and more. Guillermo Navarro, the same cinematographer who shot Night at the Museum, the Hellboy series, and the fantastic Pan’s Labyrinth, used two RED cameras and one ARRI Alexa camera to capture over a million images for this project.
“We shot insects, livestock, plants and other elements live on greenscreen. We licensed medical procedures for the young actor in the spot to get medical visualizations of the boy’s actual anatomy – CAT scans, X-rays, brain stem eye visualizations, and more; photos of his family members to illustrate medical history, medical literature showing research on actual potential causes and conditions of the scenario, images of pathogens, viruses, allergens and bacteria at the root of the possible causes, and more.”
Motion Theory’s Director Mathew Cullen Visualizes Supercomputer’s Thinking Process for IBM’s “Watson M.D.”
Incredibly, none of the images in the spot are computer generated! According to another source, production on “Watson M.D.” took four weeks and included consulting with medical practitioners, a three-day live-action shoot, developing the animation engine and integrating visual effects, and editing.