Pharma > Communications to Non-Healthcare Professionals

PRADAXA REDFISH

GSW, New York / BEORINGHER INGELHEIM / 2016

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Film
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Overview

Credits

OVERVIEW

Audience

All consumers, but specifically targeting patients with atrial fibrillation.

BriefExplanation

Red fish swim through clear tubing, representing how blood flows through your body when you have atrial fibrillation.

BriefWithProjectedOutcomes

Pradaxa has a black box warning in its label. Therefore, all promotional materials are held to strict regulations from both internal regulatory committees, as well as the FDA.

Throughout the commercial, we were required to include fair balance language (as supers and VO) to offset promotional information.

ClientBriefOrObjective

The entire piece was developed through CGI.

The design of the redfish is a modified comet goldfish. We studied his movements to be able to accurately depict the shoal in a CGI setting.

Although the fish are a metaphor, we did need to maintain a sense of anatomical realism for the regulatory authorities. This include our modeling of the brain, heart and even how the fish depict the potential of bleeding.

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