Bronze
Pharma & Medical
Branded: Pharmaceuticals and Vaccines
| Entrant: | Grey Health NY, New York |
| Brand: | VABYSMO |
| Title: | "A Beautiful Sight" |
| Corporate Name of Client: | Genentech |
| Client Company: | Genentech, San Francisco |
| Client Companies Marketing Director, Ophthalmology: | Erin Echter, PhD |
| Client Companies Marketing Manager, Ophthalmology: | Alejandra Figueroa-Clarevega, PhD |
| Agency: | Grey Health NY, New York/TANK Worldwide, New York |
| Global Chief Creative Officer: | Gabriel Schmitt |
| Executive Creative Director: | Bruno Rebelo |
| Group Creative Director: | Guy Bricio |
| Creative Director - Art: | Luis Bacellar |
| Creative Director - Copy: | Doug Flynn |
| Associate Creative Directors: | Sahar Sehgaal/Casey Espinoza |
| Art Supervisor: | Victor Burnett |
| Agency Copy Supervisor: | Zahra Mirza |
| Agency Executive Producer: | Jason Jasso |
| Agency Senior Producer: | Jack Hogan |
| Agency Production Managers: | Melissa Fu/Kristen Harris |
| Agency Strategy Director: | Sonia Gocevski |
| Agency Account Supervisors: | MaryBeth Gregoritch/Mario Picon |
| Agency Head of Account Management: | Jon Carroll |
| Agency SVP, Account Management: | Ore Rechany |
| Agency VP, Account Management: | Warren Wyatt |
| Agency Managing Director, Health: | Jillian Mastroianni |
| Agency Group Director of Engagement, Health: | Caine Fair |
| Agency Senior Strategist: | Abby Ness |
| Agency Director Project Management: | Jason Gaccione |
| Agency Head of Business Operations, Health: | Lauren Loeffel |
| Agency Head of Global Creative Excellence & Talent: | Maru Sokolowski |
| Agency Managing Editor: | Neal Bellucci, Liz Cain |
| Agency Medical Editor: | Meghann Taft-Lockard/Robert Young |
| Agency Regulatory Submissions Manager: | Will Timpson |
| Agency Director of Regulatory Promotional Operations: | Haley Grego |
| Production Company: | Townhouse, New York |
| Line Producer: | Fernanda Fraiz |
| Storyboard: | Guto Bicalho |
| VFX Editor: | José Mauro Lobão |
| 3D Leads: | Lucas Ribeiro/Ale Eschenbach |
| Production Company Senior Music Producer: | Beliansh Assefa |
| Motion Designer: | Fabio Meira |
| Animation Company: | Roof Studio, New York |
| Animation Executive Producer: | Fernanda Curi |
| Animation Producer: | Vivi Torre |
| Animation Directors: | Guto Terni/Vinicius Costa |
| Animators: | Francisco Catão/EDMX Montanari/Ewerton Farias/Camila Francisco/Jonas Gabriel/Bruce Souza |
| Edit Facility: | Outsider Editorial, Toronto |
| Editor: | Daniel Karan |
| Music Production Company: | Marmoset, New York |
| Music Producers: | Reid MacKenzie/Katy Davidson/Nicole Wilson |
| Animation Company Art Direction: | Lucas Camargo |
| Animation Company Head Producer: | Marcio Lovato |
| Animation Companies CGI Tech Director: | Heber Conde/Wallan Oliveira |
| Animation Company Pipeline TD: | Carlos Hallan |
| Animation Companies Concept Art: | Lucas Camargo/Gustavo Ramos/Rodrigo Ico Alexandrino/Natalia Veras/Estevão Chromiec/Diego Barcellos |
| Animation Company Creative Research: | Jenn Anconi |
| Animation Company Costume Design: | Yumi Kurita |
| Animation Company 3D Layout: | Kawe de Sá |
| Animation Company 3D Model Lead: | Alex Liki |
| Animation Companies 3D Model Characters: | Leo Resende/Danilo Gerard/Ricardo Viana/Maycon Lopes/David Carvalho/Edu Souza/Guilherme Luis/Ricardo Viana/Marcelo Nilo/Matheus Lima/André Novais |
| Animation Companies 3D Model Environments: | Vinicius Costa/Marcus Sidonio/Andressa Reigadas/David Carvalho |
| Animation Companies RIGG: | Marcus Lieite/Bruce Fabio |
| Animation Companies Look Dev. And Light: | Lucas Almeida/Marcelo Vaz/Claudio Jr./Pedro Henrique Plácido/Josemar Queiroz/Geison Araujo/Thiago Peyon/Paulo Sampaio/Henrique Tomé/Gean Carlos |
| Animation Company Assemble: | Gabba Dias |
| Animation Company Motion Capture Actor: | Juliana Suade |
| Animation Company Making Of: | Julio Abreu |
Description:
Many retina specialists, the doctors who prescribe and administer the treatment, believe in Vabysmo as a reliable treatment for these patients, so much so that most would even use it to help preserve their loved one’s vision. 95% of retina specialists surveyed said they would use Vabysmo to treat their loved ones.
In a category that is saturated by clinical content to communicate with patients and doctors (treatment claims, data, and side effects), “A Beautiful Sight” stands out by raising the profile of Vabysmo through emotional, highly crafted storytelling to elevate a unique brand claim.
Ultimately it stands to remind patients and doctors of the importance of preserving each other’s vision, and the role of Vabysmo in doing it.
The premise of the film is that our mothers shape our vision for the world, so when their world is at risk due to vision loss, how we care for them means everything. We chose to launch it the month leading up to Mother’s Day in the U.S. to raise awareness of the impact of our mothers on our vision, and those doctors who care for their vision.
The film follows the relationship between a mother and her son, through his eyes, as she shapes his vision for his life. As they age, her vision worsens, and he takes steps to become a retina specialist. In the final scene the tables have turned, his mother becomes his patient, and he must care for her vision.
Animation, direction, environment, character design, script, music, and sound design were crafted to create a beautiful and emotional film that highlights the importance of caring for our vision. We brought a sense of splendor to sight through vibrant colors, diversified textures, and lighting. We used a FPOV to mimic human eyesight.
Environments and era-specific wardrobes were detailed to capture time passing. Facial expression mapping made facial expressions more realistic, heartfelt and relatable. Scenes were chosen to literally and metaphorically cue vision.
The film was released for patients and doctors through many different channels including a public screening, Instagram, Facebook, LinkedIn, Youtube, and the Vabysmo website in the weeks leading up to Mother’s Day.
“A Beautiful Sight” is a branded, regulated film for a pharmaceutical product, Vabysmo. It was reviewed and approved through Genentech’s medical/legal/regulatory process (Project Review Community - PRC) and includes proper fair balance per FDA Guidelines for branded pharmaceutical advertising in the United States.
The film received scores of earned media from non-pharma and pharma industry outlets including The Drum, Ad Forum, Little Black Book, Fierce Pharma, MM+M, Shoot, Shots, and more; including top ads of the week mentions. The film also has received 10x more viewers on YouTube than the branded commercial, showcasing the power of emotional storytelling in pharmaceutical advertising.