Terumo is a global medical innovation company. providing a comprehensive range of solutions in the fields of therapeutic procedures, hospital operations, and life sciences in more than 160 countries and regions.
When Terumo was in the final stages of the acquisition of a drug production plant and associated quality control labs in Leverkusen, Germany, the company wanted to introduce this strategic move at a business conference.
To convey the right messages, Terumo's international marketing team commissioned us to create a video around the theme of "Amono", which refers to the Japanese myth of "Ama no Iwato": a symbol of opening a closed door and bringing back light.
Amano is all about concepts like collaboration and understanding, integration, working together for growth. As the acquisition would bring 150 new associates from the German plant into the Terumo realm, Amano was the perfect metaphor. Consequently, the video needed to be visually exciting, emotional and engaging.
Traditionally, a production like this would involve numerous days of sifting through commercial image banks to find the appropriate images, hire a professional speaker, find suitable music, and then bring it all together in post-production.
In this case, time was not on our side: we only had one week to deliver. So, we turned to AI tools to do the heavy lifting: based on our (human) script, the video was entirely generated, as were the voice-over and the musical background.
The video was extremely well received. It was a testimony of how even human emotions and soft skills can be AI generated when skilful humans are at the helm.