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.

To add tension, we wanted to slowly track in on Diego's face as he aged, but executing the zoom in-camera would have made post-production ageing extremely difficult.

Instead, we opted to shoot in high-resolution 4K and perform the zoom after the ageing effect had been applied and locked down.

Not applicable.