Denmark – Nordic Health Lab, an experimental division of Nordsjællands Hospital that tests creative solutions to future health challenges has released a new video campaign that visualises its more holistic approach to medicine.
The animated film, created by Lucy Hardcastle Studio in partnership with ArtRebels, uses visual metaphors to reframe the meaning of good health. Inspired by concepts such as the Anthropocene, the interdisciplinary studio’s shape-shifting animations are intended to give form to the three pillars of the lab’s mission: humanity, nature and community.
By adopting a sensory aesthetic, the video reflects the way healthcare brands and medical services are taking visual cues from the lifestyle industries. This more design-focused approach to healthcare not only echoes Nordic Health Lab’s experimental approach, but also a wider move to destigmatise medical products and rebrand them as human and emotional. For more, explore our Soft Aid design direction.