Deutsch New York created a “New Way to Well” campaign for VillageMD, a national provider of value-based primary care services, which included this spot titled “Factory” in which a doctor is literally whisked away in the midst of treating a patient, The commercial depicts a broken healthcare system–taking the form of a complex automated assembly line where patients don’t get the time and attention they deserve. VillageMD is then positioned as driving much needed change which keeps doctor and patient together, communicating and building a relationship.
Patrick Daughters of Anonymous Content directed the VillageMD package of spots, including “Factory," with Artjail serving as VFX house.
Credits
Client VillageMD Agency Deutsch New York Samira Ansari, chief creative officer; Jeff Kopay, Craig Feigen, Adam Glickman, Matt Vescovo, Scott Kaplan, creative directors; Liz Gumbinner, EVP, executive creative director; Melatan Riden, EVP, head of art & design; Alexandre Correa, design director; Joyce Shi, Limber Zhang, designers; Miriam Franklin, EVP, head of integrated production; Gillian Burkley, sr. producer; Matt Onorato, digital producer. Production Anonymous Content Patrick Daughters, director; SueEllen Claire, exec producer; James Waters, line producer. Production Services Division Films Viktor Mara, line producer. Editorial Final Cut JD Smyth, editor; Maria Cunningham, assistant editor; Laura Mirabell, exec producer; Sarah Roebuck, managing director. Telecine Trafik Mark Gethin, colorist. VFX ArtJail John Skeffington, managing director/exec producer/partner; Elizabeth Thuvanuti Keating, head of production, NY & L.A.; Adriana Wong, sr. producer; Andreina Villabon, production assistant; Steve Mottershead, founder/executive creative director/shoot supervisor; JD Yepes, head of 2D, partner/VFX lead/shoot supervisor; Jackie Liao, head of 3D; Dayung Jo, Wes Cronk, 2D artists; Todd herman, Mark Ingle, Cody Chen, Emily Irish, 3D artists; Darren Chang, previz; James Healey, concept design; DJ Miranda, U.S. sr. data tech, NY & L.A.; Stephen Ramnarine, data tech. (Toolbox: Nuke, Maya, Houdini, Flame) Music JSM Joel Simon, CEO/CCO/co-composer; Nathan Kil, co-composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, sr. producers; Sharon Cha, producer. Audio Post Heard City Phil Loeb, partner, sound designer & mixer; Gloria Pitagorsky, partner/managing director; Liana Rosenberg, producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
