Our audience comprises 2 groups: hospital pharmacists, who make purchasing decisions, and represent much of Pfizer’s current sales. Their key objective is to increase operational efficiency by using high-quality therapeutics from a stable supplier. And medical oncologists, who rely on ready availability of high quality medicine to provide effective treatment.

As it is a global campaign adapted at a local level, local regulations apply.

We use a stylised conveyor belt as a metaphor for the seamless, reliable delivery of Oncology Chemotherapy products. It highlights the level of precision and care that goes into the production of each and every vial. We created the conveyor belt in CGI before compositing the photography of the talent and props. We then cast employees from the factory in Perth, Australia, adding to the authenticity of the final piece. In the early stages of production the conveyor belt was meticulously mapped out to accommodate each stage of the production process. We had to strike a balance between accurately depicting each of the processes while simplifying and abstracting them to fit together seamlessly. Each of the processes usually takes place in a separate room in a sealed and sterilised environment, so it was a challenge to get access to reference and to make it all work as one production line.

It’s a global campaign, to be adapted by local markets.