Our mothers help shape our vision for the world. So, when their vision is at risk due to wet age-related macular degeneration, the leading cause of vision loss among older adults in the U.S., how we care for them means everything.
This Mother’s Day, to celebrate our moms, and the doctors with the distinct responsibility of protecting their vision, Genentech’s VABYSMO injection treatment is releasing a short animated film titled A Beautiful Sight, created by Grey Health. The film’s strong narrative juxtaposes a mother’s vision loss with her son’s steps to become a retina specialist. Using the first-person POV the film showcases how our vision is cared for, literally and metaphorically.
“A Beautiful Sight was conceived with a grand vision: to redefine the standards of craft and storytelling within the realm of branded pharmaceutical advertising. Traditionally dominated by predictable lifestyle imagery and functional communication approaches, our aim is to elevate the narrative, emotion and visual experience to new heights,” shared Bruno Rebelo, executive creative director at Grey Health.
Developed in partnership with animation company Roof Studios and composer Joel P West of Marvel-acclaim (Shang-Chi and the Legend of the Ten Rings), the film shows the integration of patients, their loved ones, and doctors coming together in community to care for each other’s vision using VABYSMO, a treatment 95% of retina specialists would trust to care for their own loved one’s vision.
Artfully telling the story of a 40-year time gap, innovative facial mapping technology was used to enhance the 3D characters’ features for emotional readability as we see a mother and son’s relationship over the decades–from an infant boy seeing his mom for the very first time to ultimately becoming her eye doctor/retina specialist. Guto Terni and Vinicius Costa directed via Roof Studios.
CreditsClient Genentech/VABYSMO Agency Grey Health NY Gabriel Schmitt, global chief creative officer; Maru Sokolowski, head of global creative excellence & talent; Bruno Rebelo, executive creative director; Guy Bricio, group creative director; Doug Flynn, Luis Bacellar, creative directors; Sahar Sehgaal, Casey Espinoza, associate creative directors; Victor Burnett, art supervisor; Zahra Mirza, copy supervisor. Agency Tank Worldwide Jason Jasso, executive producer; Jack Hogan, sr. producer. Production Agency Townhouse Beliansh Assefa, sr. music producer. Production Company Roof Studios Guto Terni, Vinicius Costa, directors; Lucas Camargo, art direction; Fernanda Curi, exec producer; Marcio Lovato, head producer; Vivi Torre, producer; Fernanda Fraiz, line producer; Heber Conde, Wallan Oliveira, CGI tech directors; Lucas Ribeiro, Ale Eschenbach, lead 3D; Carlos Hallan, pipeline TD; Guto Bicalho, storyboard; Lucas Camargo, Gustavo Ramos, Rodrigo Ico Alexandrino, Natalia Veras, Estevao Chromiec, Diego Barcellos, concept art; Jenn Anconi, creative research; Yumi Kurita, costume design; Kawe de Sa, 3D layout; Alex Liki, 3D model lead; Leo Resende, Danilo Gerard, Ricardo Viana, Maycon Lopes, David Carvalho, Edu Souza, Guilherme Luis, Marcelo Nilo, Matheus Lima, Andre Novais, 3D model characters; Vinicius Costa, Marcus Sidonio, Andressa Reigadas, David Carvalho, 3D model environments; Marcus Liete, Bruce Fabio, RIGG; Gabba Dias, assemble; Lucas Almeida, look dev./light lead; Marcelo Vaz, Claudio Jr., Pedro Henrique Placido, Joseman Queiroz, Geison Araujo, Thiago Peyon, Paulo Sampaio, Henrique Tome, Gean Carlos, look dev. and light; Josemar Queiroz, FUR; Juliana Suade, motion capture actor; Francisco Catao, animation lead; Henrique EDMX Montanari, Ewerton Farias, Camila Francisco, Jonas Gabriel, Bruce Souza, animation; Jose Mauro Lobao, VFX; Fabio Meira, motion; Flow VFX, CGI compositing. Music Marmoset Reid MacKenzie, Katy Davidson, Nicole Wilson, sr. music prdoucers. Editorial Outsider Editorial Daniel Karan, video editor
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More