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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 US, how we care for them means everything.
This Mother’s Day, to celebrate our mothers, and the doctors with the distinct responsibility of protecting their vision, Genentech 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 is unique in that we took one insight and built a story to move and emotionally engage three different audiences - patients, caregivers and retina specialists,” shared Genentech Patient Marketing Director, Opthamology, Erin Echter. “We wanted to flip the script on traditional pharma ads that focus on clinical aspects of treatment. We instead focused on the human experience and emotional connection to show that Vabysmo is not just a treatment, but one that retina specialists would trust for their own parents.”
"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 highly awarded animation company Roof Studios (“Unbreakable” + “Rosemarie’s Life”) 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.
Beautifully telling the story of a 40-year time gap, innovative facial mapping technology was used to enhance the 3D characters’ features for emotional readability. The film also features detailed, vibrant environments - from seeing your mother for the very first time to ultimately becoming her doctor – improving visible accessibility along the way.
Other credits
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, Creative Director
Luis Bacellar, Creative Director
Sahar Sehgaal, Associate Creative Director
Casey Espinoza, Associate Creative Director
Victor Burnett, Art Supervisor
Zahra Mirza, Copy Supervisor
Jillian Mastroianni, Managing Director, Health
Jon Carroll, Head of Account Management
Ore Rechany SVP, Account Management
Warren Wyatt VP, Account Management
MaryBeth Gregoritch, Account Supervisor
Mario Picon, Account Supervisor
Caine Fair, Group Director of Engagement, Health
Sonia Gocevski, Strategy Director
Abby Ness, Senior Strategist
Jason Gaccione, Director Project Management
Melissa Fu, Senior Project Manager
Kristen Harris, Senior Project Manager
Lauren Loeffel, Head of Business Operations, Health
Neal Bellucci, Managing Editor
Meghann Taft-Lockard, Medical Editor
Robert Young, Medical Editor
Will Timpson, Regulatory Submissions Manager
Tank Worldwide
Jason Jasso, Executive Producer
Jack Hogan, Senior Producer
Haley Grego, Director of Regulatory Promotional Operations
Townhouse
Beliansh Assefa, Senior Music Producer
Roof Studios
Guto Terni, Director
Vinicius Costa, Director
Lucas Camargo, Art Direction
Fernanda Curi, Executive Producer
Marcio Lovato, Head Producer
Vivi Torre, Producer
Fernanda Fraiz, Line Producer
Heber Conde, CGI Tech Director
Wallan Oliveira, CGI Tech Director
Lucas Ribeiro, Lead 3D
Ale Eschenbach, Lead 3D
Carlos Hallan, Pipeline TD
Guto Bicalho, Storyboard
Lucas Camargo, Concept Art
Gustavo Ramos, Concept Art
Rodrigo Ico Alexandrino, Concept Art
Natalia Veras, Concept Art
Estevão Chromiec, Concept Art
Diego Barcellos, Concept Art
Jenn Anconi, Creative Research
Yumi Kurita, Costume Design
Kawe de Sá, 3D Layout
Alex Liki, 3D Model Lead
Leo Resende, 3D Model Characters
Danilo Gerard, 3D Model Characters
Ricardo Viana, 3D Model Characters
Maycon Lopes, 3D Model Characters
David Carvalho, 3D Model Characters
Edu Souza, 3D Model Characters
Guilherme Luis, 3D Model Characters
Ricardo Viana, 3D Model Characters
Marcelo Nilo, 3D Model Characters
Matheus Lima, 3D Model Characters
André Novais, 3D Model Characters
Vinicius Costa, 3D Model Environments
Marcus Sidonio, 3D Model Environments
Andressa Reigadas, 3D Model Environments
David Carvalho, 3D Model Environments
Marcus Lieite, RIGG
Bruce Fabio, RIGG
Gabba Dias, Assemble
Lucas Almeida, Look Dev. / Light Lead
Marcelo Vaz, Look Dev. And Light
Claudio Jr., Look Dev. And Light
Pedro Henrique Plácido, Look Dev. And Light
Josemar Queiroz, Look Dev. And Light
Geison Araujo, Look Dev. And Light
Thiago Peyon, Look Dev. And Light
Paulo Sampaio, Look Dev. And Light
Henrique Tomé, Look Dev. And Light
Gean Carlos, Look Dev. And Light
Josemar Queiroz, FUR
Juliana Suade, Motion Capture Actor
Francisco Catão, Animation Lead
Henrique EDMX Montanari, Animation
Ewerton Farias, Animation
Camila Francisco, Animation
Jonas Gabriel, Animation
Bruce Souza, Animation
José Mauro Lobão, VFX
Julio Abreu, Making Of
Fabio Meira, Motion
Flow Vfx, CGI Compositing
Marmoset
Reid MacKenzie, Senior Music Producer
Katy Davidson, Senior Music Producer
Nicole Wilson, Senior Music Producer
Outsider Editorial
Daniel Karan, Video Editor
