This film is an original story about healthcare professionals who are (unknowingly) stuck in the past. Still using treatments from the 1960s to manage hyperkalaemia, while unaware of a more modern medicine, because they've been living under a rock. Literally.

It follows a 3 act structure:

SETUP: We open on what first appears to be a period piece, set in a 1960s hospital. Shirley Ellis's "Nitty Gritty" sets the tone, pace and year (released in 1963, when the standard of care was introduced.) Suddenly, there's a mysterious quaking.

CONFRONTATION: The quaking builds intrigue and tension. A rolling pea, from a hospital food plate, navigates the viewer through the disruption.

RESOLUTION: In a twist, we find that the source of the quaking is a "peer" from modern times, rolling away the rock they'd been living under. She reveals that there are "new ways to manage hyperkalaemia". Making a straightforward message unforgettable.

Hyperkalaemia is a condition that can lead to hospitalisation or death. The standard of care hadn't advanced since the 1960s and were full of tradeoffs, including quality of life and drug interactions that made the treatment of other common conditions for these patients (like heart failure) less effective.

But in 2018, Lokelma was a decades-overdue advancement. Those who prescribed it almost unanimously had a great experience; from better results to patient satisfaction. But the rest were "living under a rock", so to speak. Still treating hyperkalaemia the same way it was treated 60 years ago.

The brief: Create FOMO (fear of missing out). Save lives.

Our objective was to help doctors realise that they are practicing outdated medicine, in a way that charms rather than offends. Driving them to see what they've been missing, by hearing from others who've experienced Lokelma firsthand, by visiting a peer to peer portal.

"Under a Rock" has seen a high level of engagement, with over 86% of viewers watching the film to completion to date. The peer-to-peer portal (which cannot be viewed here, as it requires a medical license) saw an uptick of nearly 466% in new/unique visitors.

1. In English-speaking countries, the phrase or concept of "living under a rock" translates to not being aware of something most people know about.

2. The location super ("Royal Albion Hospital") is an Easter egg. A subtle reference to a hospital in the British cult-classic Doctor Who, a series about a time traveller.

3. The production (from set design to props to wardrobe and more) authentically reflects a small hospital in the UK, from 1963.