Hyperkalaemia is a condition that can lead to hospitalisation or death. The standard of care hadn't advanced since the 1960s and were full of tradeoffs, including quality of life and drug interactions that made the treatment of other common conditions for these patients (like heart failure) less effective.

But in 2018, Lokelma was a decades-overdue advancement. Those who prescribed it almost unanimously had a great experience; from better results to patient satisfaction. But the rest were "living under a rock", so to speak. Still treating hyperkalaemia the same way it was treated 60 years ago.

The brief: Create FOMO (fear of missing out). Save lives.

Our objective was to help doctors realise that they are practicing outdated medicine, in a way that charms rather than offends. Driving them to see what they've been missing, by hearing from others who've experienced Lokelma firsthand, by visiting a peer to peer portal.

The film was shot using Kowa anamorphic lenses to reflect the authentic look and feel of 1960s shows. Cinematography elevates the story of "Under a Rock" through the art and craft of capturing the the time period, introducing the players, and navigating the viewer through the story.

Without narration, the camera is our storyteller. It guides the viewer from point A (a bustling, carefree day at the hospital) to point B (a sudden mysterious quaking). Using light and framing, it gives our characters an unmistakable human quality. Helping to build the tension, with reactions and movement - as all the quaking is done in-camera, with no effects. It deftly navigates us through the action, tracking a rolling pea to the hole the rock exposed, when moved.

The camera connects the past and present. Finally, communicating the expanse and endless possibilities of the outside modern world.

"Under a Rock" has seen a high level of engagement, with over 86% of viewers watching the film to completion to date. The peer-to-peer portal (which cannot be viewed here, as it requires a medical license) saw an uptick of nearly 466% in new/unique visitors.