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.