Pharma > Product or Service Promotion

SWIMMER

ABBVIE, North Chicago / ABBVIE / 2018

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Demo Film
Film
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Overview

Credits

Overview

Audience

Consumer

For our target, clearance equals freedom- from embarrassment, constant worry, social avoidance, and psoriasis pain. Dealing with time-consuming routines and treatments that don’t deliver fuels our target’s aggressive search for a treatment that frees their time, minds and lives, so they can live uninterrupted and never miss a beat.

BriefExplanation

Each: 60 film (“Swimmer”/ “Runner”) is a high-energy, fluid story of psoriasis patients achieving “their go” as told through various scenes most relevant to their lives. Each specific scene is comprised of multiple vignettes, tied seamlessly together through match-cut, camera movement consistency, or subject matter juxtaposition. Each scene is anchored by a purposefully considered environmental graphic, attaching the brand name to a single, aspirational word.

BriefWithProjectedOutcomes

HUMIRA has been approved to treat moderate to severe plaque psoriasis for over 10 years. The FDA oversees regulation for prescription drugs, and as such, we needed to comply with all guidance, including speed of motion over risk information and length of supers.

EntrySummary

In the United States, pharmaceutical companies are allowed to advertise “Direct to Consumer” (DTC). This means that patients who may need the treatment can see its benefits on broadcast TV, internet, and other mediums in their everyday lives. However, a federal governing body enforces laws and regulations on these advertisements and the companies that create them to make sure the consumer can make an informed choice when speaking with their doctor. This is why we must balance each ad with both benefits and risks associated with the drug, and be accurate with our information.

Idea

The decision to place branded graphic treatments in their respective environments created a wonderful challenge. Careful attention was needed in all facets of shooting, not just editorial – from blocking, to movement, to crossing and tracking. Also, deliberate attention was given to the graphics themselves, which were typographically designed to evoke the feeling of the actual word itself.

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