Title Design for Sonosite Commercial

I had one day to come up with some options for titles for a new commercial for Sonosite, called "The Rehabilitator." The spot was cut like a dramatic movie trailer and the client wanted the titles to be dark and dramatic. Initially we presented a few different directions ...

The first was based around dynamic particle animations:

In the second option we proposed incorporating elements of their logo into the background. Not until the end of the spot would the logo lock up and be revealed in it's entirety:

The third approach was a bit simpler, incorporating lens flares and atmospheric dust with dramatic camera moves:

The client was happy with the general feel and the type treatment but wanted the background to somehow relate to the product, a portable ultrasound, without using actual sonograms. We presented them with these styleframes, which they went with:

We had a couple of days to finish the spot which you can view on my website at www.lisedupuis.net. All images © Suspect, NYC.