A spec spot for Maple, Canada’s largest virtual-care provider. The hard part of selling telehealth isn’t the technology: it’s convincing people that care delivered through a screen still feels like care. So we didn’t sell the app. We sold the feeling on the other side of it: a mother reading to her child, a senior meeting the pharmacist at the door, ordinary moments of being looked after. Compassion first, platform second.
the film.
Digital health is usually sold cold: interfaces, wait times, coverage. We went the other way. The spot moves through small, warm scenes of everyday care, hand-drawn AI animation giving it a softness that live footage would have made feel clinical. Music and voice-over carry the empathy; the technology stays out of frame until you realize it was quietly behind every moment. The line lands the promise: care is always just a click away.
how we made it.
Every frame is generative, and the full pipeline ran in-house: story, concept imagery, pre-vis, generative video, AI voice-over, an original score, comp, edit, and grade. The hand-drawn animation style was a deliberate choice: it let us hit a warmth and intimacy that would have taken an illustration team weeks and a live shoot even longer. Running it as a Studio-only build meant we could direct every beat of tone (the exact register between warm and sentimental) and iterate at the speed of the idea. Human creative direction, AI production, one team.
the outcome.
The spot shows what the Studio can do for a category that usually sells itself on features: take an emotional promise (care that still feels human through a screen) and make it land in under two minutes, generative end to end. It’s a proof of range, and of tone: the hardest thing to fake, directed frame by frame.