ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Trapped
Agency Area 23, An IPG Health Company / New York + Insmed Incorporated / Bridgewater + Jamute / São Paulo + Passion Pictures / London
Category
Craft in Motion / Film / Animation
Annual ID
ADC101_MOT003G
About the Work
People suffering from undiagnosed NTM lung disease aren’t being heard by their doctors. Their complaints about painful and disruptive symptoms are getting ignored, leaving them misdiagnosed for years. We needed to get their doctors’ attention. So, we employed the art of storytelling to deliver their message directly to doctors through a breakthrough campaign that finally communicated how hard it is for NTM patients to live without a diagnosis.
We paired real NTM patients with animators from around the world to create one-of-a-kind original films that communicate the long, difficult journey to an NTM lung disease diagnosis. The animations demand that doctors identify, diagnose, and treat NTM before their patients pay the price.
“Trapped” is the reimagining of Beth’s story using stop-motion animation. Prior to being diagnosed, Beth’s NTM trapped her in an endless cycle that took a toll on her personal and professional life. She felt like she couldn’t break free from the disease’s symptoms, which made her cough constantly and feel fatigued and feverish. These symptoms make up this monstrous contraption, which personifies the shame and embarrassment NTM victims suffer every day. The original track that plays throughout the film reinforces this repetition and madness that the main character feels.
2022 Awards
Total Points: 45
Gold Cube
Credits
Agency
Area 23, An IPG Health Company / New York
Client / Brand
Insmed Incorporated / Bridgewater
Production Company
Passion Pictures / London
Music / Sound Production Company
Jamute / São Paulo
Post Production Company
Crew Cuts / New York
Fuze Image Ltda / Curitiba
Art Director
Daniel Klock
Marcio Bueno
Chief Creative Officer
Tim Hawkey
Composer
James Pinto
Creative Director
Ronnie Caltabiano
Arthur Daraujo
Corinne Feight
Jennifer Harrison
Kristen Bell
Paul Harrington
Director
Anna Mantzaris
Executive Producer
Chinkara Singh
Alejandro Lepez
Belle Palmer
Stephanie Norris
Group Creative Director
Chris Bernesby
Joe Capanear
Eduardo Tavares
Account Team
Jack O’Shaughnessy
Martha Simpson
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