FLOELLE INC. | PREPARED BY SCROLLY SCIENCE · OCTOBER 2026
Jerrold M. Shapiro
A Creative Proposal
A new device for stress urinary incontinence, and a procedure that has to be shown rather than described. Two short films that put a doctor's hands in exactly the right place, every time.
For Jerrold · Floelle Inc.
A Note from Jim
Studio
About Scrolly Science
Scrolly Science is a science communication brand built for researchers, institutions, and mission-led organisations.
Our reading of the brief
What We Heard
This is a device for female stress urinary incontinence, the kind that follows pelvic-floor damage in childbirth. The FDA has classified it as de novo, which means there's nothing to compare it to, no fast-track, and a full clinical trial before approval. Until clearance, everything has to be education, not marketing or sales.
The Floelle Continence Device
The Work
The clinical problem is common and under-served. Stress urinary incontinence after childbirth affects a very large number of women, and you've spent sixteen years getting a device for it to the point of clinical trials.
The Floelle Continence Device is placed with an applicator you call the Introducer, inside whose outer tube the device sits out of sight. The clinician locates the external urethral orifice, inserts the tip, advances the outer tube until its barrel meets the opening, then draws the wings back to release the device and withdraws the Introducer, leaving the device in the urethra. It is removed later with a separate hooked tool. That is the mechanism a doctor needs to understand, and it is exactly the kind of thing that is hard to grasp from a diagram and easy to grasp from a film that moves.
What makes this a strong fit for animation is not presentation, it's necessity. You cannot film the procedure on a real patient, for reasons of privacy and dignity you were firm about. A model shows the outside but not where the device sits or how it holds. Animation is the only medium that can show the urethral opening, the insertion, where the device rests in cross-section, and the removal, all from the angles a doctor actually needs, and show them the same way every time. And because the procedure has one correct orientation and several ways to get it wrong, a film that makes the right way unambiguous does something a written instruction cannot.
The Procedure, Step by Step | Draft script and scene structure
The Script
Written as a 30-second insertion film, following the steps in Jerry's Insertion Quick Reference Guide. Both films share this procedural core and differ mainly in how they open for their two audiences (clinical-trial staff, then distributor staff), which we'd set at alignment. A first draft, and a starting point rather than a finished thing.
Timing
Visual
Voiceover
0:00–0:04 · Orientation
A clean 3D view of the Introducer, its parts labelled simply: tip, outer tube, barrel, wings. The Floelle Continence Device is shown sitting inside the outer tube, out of sight in use.
This is the Introducer. The Floelle Continence Device sits inside its outer tube, out of sight. Here is how to place it.
0:04–0:12 · Locate and insert the tip (3D)
Close 3D on the non-dominant hand parting the labia and locating the external urethral orifice. The tip of the Introducer is inserted into it, orientation shown unambiguously.
With your non-dominant hand, part the labia and find the external urethral orifice. Insert the tip of the Introducer into it.
0:12–0:20 · Advance the outer tube (3D)
The non-dominant hand rests on the Introducer to steady it. The outer tube advances into the urethra until the barrel just meets the orifice, where it clearly stops.
Rest your non-dominant hand on the Introducer to steady it. Advance the outer tube until the barrel just touches the opening. No further.
0:20–0:27 · Release and withdraw (3D)
The non-dominant hand stays still. The dominant hand draws the wings all the way back towards the stationary thumb. The device is left behind as the outer tube slides away, then the Introducer is withdrawn.
Keep your non-dominant hand still. With your dominant hand, draw the wings all the way back to release the device. It stays in place as the outer tube slides away. Then withdraw the Introducer.
0:27–0:30 · Placement (2D)
A clean 2D cross-section showing the device resting in the urethra, where it has been left. A still endcard follows: no branding, no call to action.
The device now rests in the urethra. Insertion complete.
This script is a first draft, built from your call, and it is written as instruction, not promotion, in keeping with the FDA position.
Look and feel
Visual Direction
Two written directions, described so you can feel the register before anything is drawn. Our recommendation would be to build one visual system, most likely led by the realism of Option 1 with the guiding overlays of Option 2 where orientation has to be unmistakable — a decision for the alignment stage.
Two films
What We Will Build
Two complete, launch-ready films, each combining 3D and 2D, built to the highest production standard.
01 / Film one: clinical-trial training
30-second procedure film
Combining 3D (insertion and removal) and 2D (cross-sectional placement), for training gynaecologists and clinical staff on the anatomical model during the trial. Professionally recorded voiceover, original sound design, delivered in full resolution at 16:9.
02 / Film two: distributor reference
Same procedural core, different framing
A second 30-second film, framed for your distributor's staff to teach doctors from during the FDA review window. Same production standard and formats.
03 / Review-ready formats
In-person teaching and screen sharing
Each master delivered in the formats you need. Any social or short-form reformats can be added later, though these would only be appropriate once FDA clearance allows anything beyond education.
04 / Full ownership
All final files in full resolution
You own the finished work outright, with no licensing restrictions or ongoing fees.
Four stages
How We Work
A clear production path with clinical sign-off built in. Nothing proceeds without agreement on exactly what the film teaches.
Alignment
01
We make sure we fully understand the device, the procedure and what each film needs to do. The script you've seen is a starting point. This is the stage where your clinical team checks every instruction for accuracy — orientation, angle, seating, removal — until each one is signed off.
Visual development
02
We build the chosen direction into a full storyboard, scene by scene, so you see exactly how each film will move before a frame is animated. You choose the direction and the voice. Nothing goes into production without your sign-off, and the FDA educational line is held throughout.
Production
03
Our team builds the films. You have a review point at rough cut, where you and your clinical team can give consolidated feedback before the final pass. Accuracy is checked again here, against the signed-off script.
Delivery
04
Final files in every format you need. Because the two films serve different stages, we can schedule delivery to match — the training film first, the distributor film ready for the review window.
Timing
Why Now
You said yourself this isn't urgent, roughly a year out, and we'd rather be honest about that than invent a deadline. The reason to start the creative sooner than you strictly need the film is accuracy, not timing.
What it costs
Investment
The total cost for the two films is £7,059, at our commercial rate. The figure covers both 30-second films, with the second sharing the procedural core of the first.
£7,059
Two films · Total, commercial rate
Script and clinical alignment £1,059 · Storyboard and visual development £1,200 · 3D animation (insertion and removal) £2,400 · 2D animation (cross-sectional placement) £1,200 · Voiceover, sound design and delivery (both masters) £1,200.
You own the finished work outright, with no licensing restrictions or ongoing fees.
VAT is added where applicable.
What happens next
Next Steps
The next step is a short Microsoft Teams call, which we can book through your Calendly, with our creative director on the line. We'll walk through the script, agree the two films and their lengths, and talk through how your clinical team will sign off the detail. We'll also send across the 2D animation examples we didn't get to on the call.
Book a Teams call
01
A short call with our creative director to walk through the script, agree the two films and their lengths, and talk through clinical sign-off.
Review the draft
02
If anything in the draft isn't right, tell us and we'll revise it before we speak. The thinking is on us either way.
2D examples
03
We'll send across the 2D animation examples we didn't get to on the call, so you can see the cross-sectional treatment in practice.
Clinical alignment
04
Once we're aligned, your clinical team goes through every instruction with us line by line before anything is animated.
Legal
Legal and Commercial Terms
This proposal is prepared for Jerrold M. Shapiro and Floelle Inc., and is otherwise confidential. The script, visual concepts, creative direction, and structural approach in this document are the intellectual property of Animara Studios Ltd until a formal agreement is signed and a deposit received. This document is not a contract or binding agreement. All pricing, timelines, and deliverables will be confirmed in a separate Statement of Work. Animara Studios Ltd operates under English law.
Animara Studios Ltd. Registered in England and Wales. Company number 16074216. 701 Stonehouse Park, Sperry Way, Stonehouse, Gloucestershire, GL10 3UT.