Reminder Rosie is a device and calendar system aimed at helping older adults remember important tasks and events. Neumatic Digital was commissioned to develop their brand video to explain the benefits of the system and establish a look and feel for the company. We took a light-hearted approach to a serious topic keeping the feeling positive and energetic.

The characters in this video needed to portray the emotions of the families that use this product. We did not want to alienate or stereotype the older adult character. We wanted her to be an aspirational character. We wanted to create an older adult that had some funk and energy. We created an entire family unit to represent the end user of this product.

In crafting the story of this video we took the perspective of the caretaker/child of the older adult. This person is the one making the purchase and usually handling the care of the older adult. We took time to establish the life of that caretaker, someone who typically has a family of their own and does not have a lot of time to take care of their parent. The story takes you through the challenges facing the caretaker/child and leads into the ease of the Reminder Rosie solution.