Wills Eye Institute
Microsite
Agency
Addison/SIA
Recognition
Graphis honorable mention
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The Client
Wills Eye Institute, established in 1832, is a renowned medical center in Philadelphia specializing in comprehensive ophthalmic care, including cataract surgery, glaucoma treatment, retina care, and pediatric ophthalmology. It is consistently ranked among the top eye hospitals in the U.S. and serves as a leading residency program for Thomas Jefferson University.
The Ask
Wills Eye Institute wanted to communicate its capabilities to U.S.-based ophthalmologists in their own language, without "dumbing it down." We designed a website that not only showcased the hospital's prestigious work but also captured the expertise of its exceptional physicians, using dramatic black-and-white videos made from still images to convey their depth of knowledge and skill.
A unique user interface was designed to mirror the shape of an eye, reflecting the hospital's specialty in ophthalmology. The design also incorporates visual elements inspired by the tools used by Wills Eye's expert ophthalmologists, creating a seamless connection between the user experience and the hospital's advanced medical practices.
This UI was used to showcase 16 videos, featuring a variety of interviews and experiences from notable figures at Wills Eye, highlighting their expertise and insights.
The project had a tight budget, with content limited to existing images and audio. We got creative by using various techniques to make the photos feel cohesive, as if part of a set. These were then brought to life with a unique motion technique, adding dynamic movement while staying within the project's constraints.
Using these image and audio assets, we created a series of compelling videos that told the story of the dedicated individuals behind Wills Eye, highlighting their expertise and commitment to advancing ophthalmology.