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Web Film

ViiV Healthcare: The HInVisible Celebrity

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Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in the PSA “The HInVisible Celebrity”, directed by acclaimed filmmaker Rodrigo García Sáiz. Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the campaign addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV? The central character, who dons a mask akin to television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV, due to fear of public rejection, a role model, this character realizes, could change that. The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this Fall. The figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible Celebrity” intervention was created by costume designer Pepo Ruíz Dorado, using an artisanal technique of pixelated 3D modeling, done manually, pixel by pixel.
Credits Other credits

Customer: Marta Mora, Beatriz Hernández and Beatriz García

Agency

General Management: Marta Palencia

Account Team: Álvaro Gutiérrez, Alazne Santos y Laura Fuentes

Direction of Communication: Inés Fernández Pandal

Head of Social Media: Ana Garay

Strategic Planning: Cristina Moratalla

Photography: Alberto Escudero

Production

Agency Producer: Freelance For

Executive Producers: Flor R. Veidez and Raúl García

Cinematography: Alex Pizzigallo

Production Coordinators: Cris Galán and Carlos Alonso

Directing Assistant: Raúl Sentíes

Art Director: Manuel Benavides

Post Production: Raúl Cuellar and Israel Fornés

Editing: Jesús M. Gómez

Sound and Music: La Panadería

Music: Alejandro Pelayo

Costume Design: Pepo Ruiz Dorado and Rubén Rodríguez Cisneros

Public Relations: Biggers

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