Client
PRA Health Sciences
Role
Art and Video Director
Video Producer
Lead Designer
Credit
Mike Kunz
Kartoffel Productions, Sinedie,
and 7Wonders Cinema
Inspiring and motivating employees
PRA Health Sciences unveiled their new corporate values as an acronym by the name of HI*PRA. These values represent the company and collectively define the best of PRA’s culture. The goal behind the strategy, visual branding, and tactics were for the employees to feel a connection to HI*PRA and for them to embody the values in their professional and personal lives.
The solution was a series of five videos, with each video highlighting an individual value through the story of an employee who embodies the HI*PRA mentality through their life experiences, professional achievements, and overall commitments. The videos feature employees in different roles from PRA’s various offices around the world to represent the organization holistically and to demonstrate their commitment to diversity and inclusion. Unveiled throughout the year, the videos serve as a constant reminder and engagement for the employee base through the impactful stories and personalities of the HI*PRA ambassadors.
-
![]()
Key Element #1
Video intro and outro animations remain consistent with established HI*PRA branding.
-
![]()
Key Element #2
Video begins with two close-up shots and accompanying folly to establish the setting for the story.
-
![]()
Key Element #3
Interviews conducted on a PRA pink studio backdrop as medium shots using A and B camera. The ambassador delivers the opening hook statement on A cam.
-
![]()
Key Element #4
Supplemental stock footage to create a connection between the narrative and visuals interwoven with proprietary b-roll as quick cuts and dramatic slow-motion cuts.
-
![]()
Key Element #5
Show diverse portrait shots of people to indicate the ambassador’s commitment to Human-Centricity as it relates to their specific value.
-
![]()
Key Element #6
Archival footage or photos of the ambassador as it relates to their story.
-
![]()
Key Element #7
B-roll of ambassador’s work and personal life as it relates to their story (personal interests, family, work tasks).
-
![]()
Key Element #8
Recognizable and iconic location-specific shots that identify the ambassador’s location in order to highlight PRA’s global presence.
-
![]()
Key Element #9
Wide-angle shots of the PRA office and/or details of signage to establish recognition and highlight the facilities across the various locations.
-
![]()
Key Element #10
End with a portrait shot of the ambassador to establish them as the hero of the story and of the value they represent as they deliver the closing statement.
