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No More Hippocrites
Highlights
Storytelling with technology
“I will respect the autonomy and dignity of my patient.” So goes the Hippocratic Oath. But the Supreme Court’s decision to overturn Roe v. Wade in June 2022 gutted this promise, changing lives, trust, and decades of progress. The No More Hippocrites campaign was launched two years later to highlight how medical practitioners are being forced to break the Hippocratic Oath, turning them into unwilling hypocrites. And as a creative healthcare agency, Saddington Baynes joined to add a technical flair.
“We wanted to explore a different angle of the ruling,” says Nicholas Capanear, Executive Director on the campaign. “As well as American women, doctors are also suffering as a result of the decision. To properly demonstrate this, we rolled out No More Hippocrites with an interactive website, out-of-home billboards, a short film, and radio spots.”
Saddington Baynes, in partnership with our R&D team at Sombra Labs, supported the campaign’s launch event in July 2024, creating an innovative way of delivering its key message. The creative team wanted something to stand apart from the film, website, and advertising content, but match the aesthetic vision. So we turned to AR.
Objective
Vandals
Adorning the walls of the launch event were sections of the oath etched into marble, paper, and stone. Our team developed an augmented reality app that would allow visitors to view the segments as digital art overlaid on the real-life picture. Hot-pink graffiti appears across the screen, digitally vandalizing the etchings.
“Our team handled the creation, composition, and animation of the AR,” explains Jen Allison, Executive Director of New Business at Saddington Baynes. “The No More Hippocrites group already had the visuals nailed, so it was our task to make the CG fit in perfectly with the rest of the campaign.”
This launch event attraction was designed to widen the campaign’s reach, adding a technical, engaging aspect that could draw others in. This worked perfectly, with passersby coming in to try out the AR experience.
Process
Close collaboration
“From the outset, we recognized Saddington Baynes’ passion for this project,” continues Nicholas. “The team was very involved with the visual intricacies, and there was a consistent back-and-forth to make sure each detail was perfect.”
Results
This collaboration resulted in a clean-cut campaign reaching wide audiences and gaining traction across socials. The powerful short film itself also went on to achieve broad recognition, earning accolades at the Cannes Indie Shorts Awards, Montreal Women Film Festival, and the Independent Shorts Awards.
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