2012 Melbourne Design Awards

Key Dates

Pain Summit Opener [DRAFT]

Project Overview

A short film, sponsored by ANZCA, for the Pain Summit in Canberra, an important healthcare policy initiative attended by over 200 leading authorities in pain medicine. The purpose of the film was to convey the emotion

Project Commissioner


Project Creator



Executive Producer - Linda Marshall
Animation - Tey Vandenberg
Editor - Raechel Harding
Video Director - Ilana Werba
Director of Photography - Paul Hicks

Project Brief

The scope of the work was to create an opener for screening at the National Pain Summit (the Summit) held last year at Parliament House in Canberra.

The intention was to create an opener that established the tone for the Summit, focusing the attention of the attendees and convey some key messaging.

The messaging included:
- We need to understand pain
- People suffering pain is unnecessary
- Pain needs to treated in a multi-disciplinary way
- Pain has a social and economic cost

However, we seized the opportunity to create a film for the Summit that was universal so it would have a purpose after the Summit.

Ultimately it’s about communicating a sense of urgency that something must be done, a national pain strategy must be adopted and action must be taken.

Project Innovation / Need

We used actual medical imagery from the patients to provide another element of interest. We wanted to use the real imagery to make it as realistic as possible which created further drama and emotion. The imagery, along with the elegant typography was treated in After Effects and edited into the program onto a black background. Again the choice of the background enhanced the level in intimacy and emotion in the storytelling.

Every decision about the graphic treatment factored in the projection onto a large screen in the Great Hall at Parliament House and the web /laptop applications after the event.

Design Challenge

The challenge was to create something beautiful and that gave credit to the people sharing their stories of pain and anguish. This was coupled with the fact that it was deigned as a lobbying device with the primary audience of the medical community and Government.

The other difficulty was the tight budget and a production lead time reduced to about half of what is optimum for a production of this style.


The best approach was to centralise the shoot in one location - a studio - to ensure a cost effective approach.

It also decreased the carbon footprint by having the individuals come to an inner city location, not having the large crew travel across the metropolitan area with camera vehicles and adding to the number of shoot days.

We also suggested distribution of electronic files only (via the web), avoiding a massive DVD duplication run.

This award recognises a rapid display of a sequence of images of 2-D or 3-D artwork or model.
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