Director Zack Resnicoff of Impressionista Films collaborated with Peter Moffat (the English writer and EP of the HBO show The Night Of) and pharma brands Sanofi and Regeneron to raise awareness about Atopic Dermatitis (AD). Moffat has AD and is the inspiration for John Turturro’s character in the show. The pharma brands approached Moffat through agency Weber Shandwick and the collaboration was born for this spot titled “Understand AD.” Moffat came on as technical advisor and provided the voiceover for the piece.
“A lot of my early film work was dark and cinematic and coincidentally, I work regularly with the DP of the The Night Of, so it was a natural fit,” said Resnicoff, a SHOOT New Directors Showcase alumnus. “What I found especially interesting about the project was that the client and agency were all on board for a dark tone and great moodiness that I don’t often see in this type of work. The FX makeup used to emulate the dermatitis was really well done and I think the piece is visually compelling. I had a number of folks afflicted with AD seek me out and thank me for telling their story in such a visceral way, and that was an amazing first for me in my commercial career.”
