Tuesday, June 19, 2018
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Bausch & Lomb's “Biotruth Moment”

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HYPE
Monday, Apr. 18, 2016

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In honor of Bausch & Lomb’s 5th annual Biotrue Challenge, digital agency Digital Pulp partnered with creative concept and production studio Sweet Sadie to bring “Biotruths” to life with humor and originality. Biotrue delivers keep you from experiencing a “Biotruth moment” -- comically awkward moments that can occur when contact lenses tire before you do. Sweet Sadie, a hybrid company that originates and executes ideas, concepted the video series, tapping into its vast network to find the right directing voice in Stephen Pearson. Improv actors were cast to inhabit narratives targeting Millennials’ media-focused lifestyle. From binge watching, to being addicted to your phone, to gaming like a rockstar (instead of working), the Biotruth campaign features sometimes painful realities that can take a uncomfortably funny turn with tired, dry eyes.

Credits

Agency: Digital Pulp

Creative Director: Gene Lewis, Account Director: Susan Reiter, Management Supervisor: Amanda McCormick, Account Supervisor: Marissa Cinelli, Account Executive: Rachel Rottenberg

Creative Partner/Production: Sweet Sadie

CD/ EP: Rachel Lederman, EP: Xavier Melendez, CD/Writer: Jay Sandusky, Director: Stephen Pearson, DP: Noah David Smith, AD: TJ Sansone, Producer: Will Tatum, Production Designer: Ryan Cooper, Art Director: Mike Blain, Wardrobe: Heather Howard, Ward. Asst. Dorothy Carlton, Editor: Charlie Cusumano, Assistant Editor: Mickey Todiwala, VFX: Eddie Wiseman, Sound Design: Pomann Sound, Bob Pomann and Justin Kaupp, Colorist: Matthew Rosenblum

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