Healthcare professionals globally (excl. US).

Specifically general practitioners, nurse specialists, and jaded physicians who needed motivation to proactively manage type 2 diabetes.

Diego has just been diagnosed with type 2 diabetes at the age of 44. As he sits in his chair, we can hear his thoughts and feelings.

The camera tracks in and we can see Diego aging subtly. His hair recedes, his face starts to become thin and wrinkled.

As he gets older, problems caused by poorly-managed diabetes begin to take hold. At 33 secs, Diego’s right eye goes red, a sign of diabetic retinopathy. His skin deteriorates.

At 53 secs, when he’s almost 70 years old, we see that Diego had to endure a shocking consequence of diabetes.

At 01:06, the film rewinds to the point at which therapy intensification could have made a difference to Diego’s life.

Before the supers appear, Diego feels defeated. What else can he do?

Then, using appropriate language, we ask doctors to consider intensive therapy and change their patients’ future.

In the UK, pharma companies cannot promote prescription drugs, like Galvus, to consumers. This work is for healthcare professionals, medically accurate, fully substantiated and, although it's for use globally, adheres to the ABPI Code of Practice.

The art direction played an important part in telling Diego's story with as much force as possible.

Type 2 diabetes is a slow, often invisible disease. Complications resulting from ineffectively managed disease can hit patients and their doctors suddenly and with impact.

The art direction of the film was intrinsic to that idea. The ageing process is very subtle to begin with and we wanted to pull the viewers’ attention into the minute changes in Diego's face and body.

We intentionally kept the set very minimal to create a stark, timeless environment that added weight to the voice-over and the story.

Not applicable.