The Challenge

How do you make a subject like "Liposuction Tools" appealing? How do you separate one brand from the competition in a way that connects a potential client to your product? These were the challenges when approached by the innovative surgical solutions company MicroAire to create a short film promoting the unique features of their Power-Assisted Liposuction (PAL).

The Solution

We knew right away that we didn't want to film this piece in a surgical suite or even in a studio. To make the product beautiful and sexy we decided to take a risk and to film it on location in one of central Virginia's lovely vineyards. The analogy was developed comparing the harvesting of fat cells to the removal of grapes from the vine.

We hired a talented actress who fit the demographic to explain to people considering an elective weightless procedure why the PAL system is better than traditional liposuction. Not only did we need to say why PAL works better, but we needed to graphically (and tastefully) show why PAL is a better option. Traditional lipo methods use heat to melt away fat cells but this can also drag out the healing process due to damaging the underlying tissue and blood vessels. With MicroAire's PAL system a gentle reciprocating motion removes the fat cells leaving the tissue and blood vessels in tact. So we set out to demonstrate this using bunches of grapes, a heat gun, and stop-motion animation. We set up on our soundstage for the special effects and for the traditional liposuction approach we cooked, shredded, and yanked grapes off the vine. For the PAL version we gently tugged each grape from the vine and then via animation brought the vine back to life quickly.

The Results

MicroAire received a beautiful product that has helped sell the Power-Assisted Liposuction device to surgeons around the globe.