Elanco Pet Health Pharma

Barefoot, an agency in Cincinnati brought me in to do a sprint on BAYER's Elanco Pet Pharmaceutical Brand. It was to help with a new awareness campaign for Feline and Canine Osteoarthritis.

I was tasked with writing three videos with side-by-side animation showing the progressive stages of the disease. Below is the result.

Elanco ‘Day in the Life’ Canine OA Progression Video Series

Healthy Dog vs. Mild OA Pain Video

VO: This guide highlights the differences between a healthy dog and one beginning to present signs of Mild OA.

(Super) Healthy Dogs vs. Dogs with Mild OA Pain

VO: Healthy dogs move quickly and vigorously, with attention focused on where they’re going.

Dogs suffering from OA pain will move differently.

 

(Super) Climbing stairs

(Animation of healthy dog)

VO: Healthy dogs climb up or down quickly, in a straight line.

(Super) Quickly, in a straight line.

(Animation of OA dog)

VO: Pain will force dogs with OA to climb awkwardly.

(Super) Awkward movement

 

(Super) Sitting or standing

(Animation of a healthy dog sitting/standing)

VO: Healthy dogs stand or sit with ease.

(Super) Stands or sits easily.

(Animation of an OA dog sitting/standing)

VO: Dogs with mild OA are cautious when standing and may take more time sitting, with one or both legs to one side.

(Super) Takes longer, with one or both legs held to one side

 

(Super) Walking

(Animation of healthy dog)

VO: Healthy dogs walk eagerly and unimpeded.

(Super) Eager and unimpeded

VO: Dogs with OA pain may walk slower and stop more often.

(Animation of OA dog walking)

(Super) Slower gate, stops more often

 

(Super) Running

(Animation of a healthy dog running)

VO: Healthy dogs run for amusement.

(Super) Run for amusement

(Animation of an OA dog running)

VO: Dogs with pain run with less enthusiasm, stop sooner, and may display abnormal, adaptive body movements

(Super) Less enthusiasm, stops, abnormal body movements

 

(Super) Jumping

(Animation of a healthy dog jumping)

VO: Healthy dogs jump with confidence.

(Super) Jumps confidently

(Animation of an OA dog jumping)

VO: Dogs with OA pain may hesitate, reach, and look to their owner for reassurance.

(Super) Reaching, hesitant, seeks reassurance

VO: If you notice any of these early signs, schedule an OA exam and ask your vet about a pain management plan. Starting a good plan early can improve your dog’s mobility and strength.

VO: To learn more about the progressive stages of OA, see the video on moderate to severe OA pain. [Link to next video, Mild to Moderate Sign of OA Pain]

Mild to Moderate OA Video V1

VO: Canine osteoarthritis—or OA—is a progressive disease that can start early in a dog’s life. You can help your vet diagnose early OA pain by learning the signs and watching your dog’s movements.

(Super) Mild OA Pain vs. Moderate OA Pain

VO: Healthy dogs move quickly and vigorously, with attention focused on where they’re going. Dogs suffering from OA pain will move differently.

 

(Super) Climbing stairs

(Animation of mild OA dog)

VO: Dogs with mild OA pain may hesitate before going up or down and often look a little awkward as they move.

(Super) Awkward movements, slower climb

(Animation of moderate OA dog)

VO: Dogs with moderate OA pain frequently hesitate before going up or down and often look awkward as they move. They may appear frustrated or look for another route up or down. Movement is slow.

(Super) Awkward movement hesitates or stops, steps cautiously

 

(Super) Sitting down or getting up

(Animation of mild OA dog sitting/standing)

VO: Dogs with mild OA may be more cautious and awkward and take longer to finish the move. When they’re down, they might sit with legs kicked out to one side.

(Super) Occasional ‘false starts,’ awkward movement, stiffness after exercise

 (Animation of moderate OA dog sitting/standing)

VO: Dogs with moderate OA appear reluctant to move and may rock their body to start the movement. The motion is not smooth and looks strained or difficult. They are slow to rise and may need help standing.

(Super) Slow to stand, more cautious, maybe a little stiff

 

(Super) Walking

(Animation of a mild OA dog walking)

VO: Dogs with mild OA pain may walk slower, lag, and stop more often.

(Super) Slower, lags, stops often

 

(Animation of a moderate OA dog walking)

VO: Dogs in moderate OA pain are less interested in walking, walk slower, lag, and stop or rest often. Their body movements may look exaggerated. Limping and stiffness may be visible.

(Super) Slow gate, lags and often stops, limping or stiffness visible

 

(Super) Running

(Animation of a mild OA dog running)

VO: Dogs with early OA pain enjoy running but sometimes stop sooner and might look a little awkward as they move.

(Super) Less enthusiasm stops sooner, slightly awkward

 

(Animation of a moderate OA dog running)

VO: Dogs with moderate OA pain will run but lose interest quickly. They may run in shorter bursts of energy, stop, or sit to rest frequently. ‘Braking’ or stopping a run can become a bit tricky.

(Super) Short bursts, frequent stops, uneven gate

 

(Super) Jumping

(Animation of a mild OA dog jumping)

VO: Dog with mild OA may hesitate, look unsure, and have slightly less spring in the leap.

(Super) Reaching, hesitant, seeks owner reassurance

 

(Animation of a moderate OA dog jumping)

VO: Dogs with moderate OA pain jump with less confidence. They hesitate, look worried, and may look to their owner for assistance. The entire process is slower, and they may falter and land harder. Slipping of one or more legs may be seen.

(Super) Hesitates, seeks owner reassurance, jump is awkward

VO: If you notice any of these mild or moderate signs, schedule an OA exam with your vet. If your vet diagnoses OA, ask about a pain management plan to improve your dog’s mobility and strength.

VO: To learn more about the progressive stages of OA, see the video on moderate to severe OA pain. [Link to next video, Mild to Moderate Sign of OA Pain]

Moderate to Severe OA Video V1

VO: Canine osteoarthritis—or OA—is a progressive disease that can start early in a dog’s life. OA worsens over time. You can help your vet diagnose the severity of your dog’s OA pain by learning the signs and watching your dog’s movements.

(Super) Moderate OA Pain vs. Severe OA Pain

(Super) Climbing stairs

(Animation of moderate OA dog)

VO: Dogs with moderate OA pain frequently hesitate before going up or down and often look awkward as they move. They may appear frustrated or look for another route up or down. Movement is slow

(Super) Awkward movement, hesitates or stops, steps cautiously

 

(Animation of severe OA dog)

VO: Dogs with severe OA pain are reluctant or refuse to use stairs altogether. If forced to use stairs, they become agitated, and ‘hug’ the side while climbing. They appear clumsy and can trip or misstep. Their descent is very slow unless they have lost control, in which case it appears as a tumble.

(Super) Refuse movement, appear tense, frequent stops, trips, tumbles down

 

(Super) Sitting down or getting up

(Animation of moderate OA dog sitting/standing)

VO: Dogs with moderate OA appear reluctant to move and will rock their body to start the movement. The motion is not smooth and looks strained or difficult. They are slow to rise and may need help standing.

(Super) Slow to stand, more cautious, maybe a little stiff

(Animation of severe OA dog sitting/standing)

VO: Dogs with severe OA will appear conflicted or worried and make multiple attempts before completing a stand. Their movement is strained and difficult. They will throw their body forward start, and their movement will be very slow. They frequently need assistance to stand.

(Super) Worried, strained slow movements, multiple attempts to start, often needs assistance

 

(Super) Walking

(Animation of a moderate OA dog walking)

VO: Dogs with moderate OA pain are less interested in walking, walk slower, lag, and stop or rest often. Their body movements may look exaggerated. Limping and stiffness may be visible.

(Super) Slow gate, lags and often stops, limping or stiffness visible

 

(Animation of a severe OA dog walking)

VO: Dogs with severe OA pain show no interest in walking. If they don’t have to move, they won’t. When they do, their motion is awkward, stilted, and uneven. Limping and stiffness are obvious. They move very slowly and only short distances. They relieve themselves in the house.

(Super) Not interested, won’t walk unless necessary, limping obvious, accidents in the house

 

(Super) Running 

(Animation of a moderate OA dog running)

VO: Dogs with moderate OA pain will run but lose interest quickly. They may run in shorter bursts of energy, stop, or sit to rest frequently. ‘Braking’ or stopping a run can become tricky.

(Super) Short bursts, frequent stops, uneven gate

(Animation of a severe OA dog running)

VO: Dogs with severe OA pain will show little or no running. They will be unable and refuse. If forced to run motion will be uneven, stilted and not smooth. They will lurch, run obviously slower, and have difficulty stopping, or conversely, stop very abruptly.

(Super) Not interested, won’t run unless necessary, very slow, trouble stopping

 

(Super) Jumping

(Animation of a moderate OA dog jumping)

VO: Dogs with moderate OA pain jump with less confidence. They hesitate, look worried, and may look to their owner for assistance. The entire process is slower, and they may falter and land harder. Slipping of one or more legs may be seen.

(Super) Hesitates, seeks owner reassurance, jump is awkward

(Animation of a severe OA dog jumping)

VO: Dogs with severe OA pain don’t want to jump. They’ll appear tense or frightened.

They’ll look to their owner to lift them up or down. Their footing is clumsy, and they struggle to reach their target. The entire process is much slower. Landings are heavy, scrambled and some dogs vocalize or yelp when landing.

(Super) Won’t jump, looks to owner for help, fail to complete a jump, yelp upon landing

VO: If you notice any of these moderate or severe signs, schedule an OA exam with your vet. If your vet diagnoses OA, ask about a pain management plan to improve your dog’s mobility and strength.

VO: To learn more about the progressive stages of OA, see our series on OA pain. [Link to next landing page Signs of OA Pain]