London International Awards
2022 Winners and Finalists
Regional Network of the Year: North America
FCB
Silver
Pharma & Medical - Craft
Art Direction
Entrant: | AREA 23, an IPG Health Company, New York |
Brand: | NTMFacts |
Title: | "Unbreakable" |
Corporate Name of Client: | Insmed Incorporated |
Agency: | AREA 23, an IPG Health Company, New York |
Chief Creative Officer: | Tim Hawkey |
Senior VPs/Group Creative Directors: | Chris Bernesby/Joe Capanear |
SVP/Creative Director: | Eduardo Tavares |
VP/Creative Director: | Paul Harrington |
Creative Directors: | Vinicius Costa/Lucas Camargo/Guto Terni/Humberto Avelar |
VP/Associate Creative Director: | Jennifer Harrison |
Associate Creative Directors: | Kristen Bell/Corinne Feight/Arthur Daraujo |
Executive Agency Producer: | Marcus Landsdell |
Head of Production : | Vanderlei Santana |
Senior Integrated Producer: | Kevin Mullucks |
SVP/Group Director, Broadcast Production: | Chinkara Singh |
VP/Agency Account Director: | Jack O’Shaughnessy |
VP/Management Director: | Martha Simpson |
Production Company: | Roof Studio, New York |
Executive Producer: | Alexander Lepez |
Post-Production Company: | Roof Studio, New York |
3D Lead: | Heber Conde |
Rigging : | Danilo Pinheiro |
Animation Company: | Roof Studio, New York |
Animation Lead : | Bruno Celegao Monteiro |
Storyboard : | Estevao Chromiec |
Post Production Audio Mixing and Final Conform Company: | Crew Cuts |
Finishing Executive Producer: | Stephanie Norris |
Sound Design Company: | Jamute, São Paulo |
Audio Engineer: | Roman Zeitlin |
Music Production Company: | Jamute, São Paolo |
Music Composer: | James Pinto |
Musicologist: | Dan Dixon, New York |
Conform Artist: | Del Porter |
Look Development Lead: | Gustavo Rangel |
Description:
To finally get doctors’ attention, we paired real NTM patients with animators from around the world to create original films that communicate how hard it is for NTM patients to live without a diagnosis.
“Unbreakable” tells the real-life story of Barbara, characterized as a CGI bunny. Barbara’s tale illustrates how she went from therapy to therapy, misdiagnosis to misdiagnosis, and doctor to doctor with no one having the right expertise to help. The film chronicles Barbara’s worsening condition and loss of hope, until she finally finds the answer she needs.
This story is told through rich and poetic visuals that use fantastical layers to pave the way to tackling deeper concerns. Due to the bunny’s size and POV, everything needed to be painstakingly detailed and fully textured.
With physicians ignoring their patients’ complaints for years, we knew that using a patient simply telling her story wasn’t going to make an impact. Instead, we employed the art of storytelling to deliver a breakthrough campaign that got doctors’ attention. The animations demand that doctors identify, diagnose, and treat NTM before their patients pay the price.
We were able to deliver our message to our key physician segments—pulmonologists and infectious disease specialists—and urge them to recognize the symptoms of undiagnosed NTM so they could start testing and treating their at-risk patients for this odious disease.