MSK Direct

Memorial Sloan Kettering Cancer Center, a long-term client of ours, asked AFX to create promotional videos for their new app, MSK Direct. These videos showcased the new app as a “Digital Cancer Benefits Solution” and we adapted the visuals and scripts for both B2B and B2C audiences. 

Two people having a conversation, one holding a smartphone, wearing a colorful sweater.
Smartphone screen displaying a home page of a medical app with options for Tracker, Actions, Appointments, and Medications & Treatments. A recommendation section offers expert medical opinion services with a 'Get Started' button. The background is blue.
Woman in pink sweater holding a phone, sitting at a table outdoors, next to text about Cancer Care Support Coaches in partnership with Jasper Health.

Project Overview

  • Purpose: Create promotional videos to launch the new MSK Direct app

  • Deliverables: 3 Horizontal & 3 Social Media Reformats

  • Duration: One 3-minute, Two 60-second, Two 30-second, and One vertical 30-second

  • Timeline: 4 Months

  • Shown on: MSK Direct Website, Social Media, & Tradeshows 

Production Phases

  • Mood Boards

  • Scriptwriting

  • Storyboards

  • Styleframes

  • Layout & App Designs

  • Animation Tests

  • Motion Graphics & Typography Animation

  • Sound Design, including Voiceover Casting & Directing, Edit & Mix

  • Social Media Reformats

Memorial Sloan Kettering Cancer Center MSK Direct app promotion with a smartphone displaying the login screen. The app offers cancer care support and MSK expertise. The background is solid blue with the MSK logo at the bottom.

Results

For these promotional videos, we worked closely with the MSK team to ensure that we stayed accurate to the functionality of the new MSK Direct app, incorporated brand guidelines, and created a seamless and elegant animated video. The MSK Direct App provides in-app and website support for cancer patients and their families, and can serve as their central hub for cancer care. It’s a service that company HR departments and unions can enroll in for their employees.

While working on these videos, the app had not launched yet. Our design team fully recreated the existing user interface from screenshots, and simplified it for an effective animation walkthrough. We were provided the use of an extensive library of photos from MSK, allowing us to showcase several healthcare workers from across the MSK world who actually provide support through the app, such as specific nurses, doctors, and therapists. The client and we were pleased with the end result of the “waterfall” animation concept and the smoothness of the animation techniques used, which focused around a hero patient. Final videos were delivered in a variety of dimensions and formats for social media and event campaign use.