Pharma > Disease Awareness & Understanding

BEAUTIFUL DREAMER

TRACYLOCKE BRASIL, Sao Paulo / PFIZER / 2020

Awards:

Bronze Cannes Lions
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Film
Supporting Content

Overview

Credits

Overview

Write a short summary of what happens in the film.

“Beautiful Dreamer” is the story of a young woman with big plans for the future. She is a romantic person, always scribbling down her goals, from starting her own business to visiting Indonesia. Her wall rapidly fills up with Post-It notes. In between notes, she starts to experience symptoms like a mild dizziness and tingling feet. Nothing that worries her. But when she grabs a hot plate straight from the oven and doesn’t feel any pain in her burnt hand, she decides to pay a visit to a doctor. As she receives a FAP diagnosis from the doctor, she feels like her whole world comes tumbling down, as she realizes she might not live to fulfill her dreams. But after knowing that there are treatments to prevent the disease from advancing, hope is restored and she gets on with life to pursue her dreams.

Tell the jury anything relevant about the cinematography.

The film has 3 key dramatic moments: a life full of dreams, dreams being crashed by the diagnosis and the realisation that you can continue dreaming. The cinematography follows the emotional progression of the character. To build intimacy, frame is always close to the actress, never too wide, shooting it entirely handheld and with the camera in movement. To navigate towards the most dramatic moment, we went from exterior to interior, from day to night, going darker as the story progresses. At the diagnosis moment we wanted to break the fast pace of her dreams by holding the camera more still as she receives the bad news, with shallow depth of field and a colder colour palette. For the final scene, a light transition from the darkness of her mind to the brightness of her future, the same way as the begging of the film: more energetic, brighter and warmer.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

In Brazil, medicines sold under medical prescription cannot be advertised directly to the consumer, only to the medical class. Campaigns can raise awareness to a disease and it’s symptoms and invite the public to talk to a doctor to find out about the possibilities of treatment.

Describe the target audience and why your work is relevant to them.

Doctors: general practitioners and neurologists. To let them know about the rare disease that is difficult to diagnose.

Possible patients of the disease: descendants of Portuguese people around 30 years old. So that they are aware of the symptoms that may be common to those of other diseases.

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