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Category
Film / Pharma
Annual ID
OS_HW21_054M
About the Work
Cyramza is a treatment for advanced-stage lung cancer. Our brand platform, “Momentous Moments” taps into the insight that, for these patients, little things like shooting hoops with your grandkid or a sweet kitchen dance with your long-time spouse can feel so much bigger, because they’re fighting for every moment they can get.
This latest extension, the stop-motion film, “The Momentous Moments of Max and Maxine,” brings this sentiment to life in the story of a man able to lose himself in a day of play with his beloved granddaughter Maxine, so much so that he feels like a kid again. It’s this deep commitment to life that fuels his – and his fellow Cyramza patients’ – fight.
To underscore that feeling of intricate care for the “little things,” we tapped into the medium of stop-motion animation – to further evoke the childlike wonder and heartfelt attention that infuses Max’s time with his granddaughter and propels his fight. Because when you’re staring down death itself, it’s not life’s big milestones that keep you fighting. Instead, it’s the little moments that matter most.
This latest extension, the stop-motion film, “The Momentous Moments of Max and Maxine,” brings this sentiment to life in the story of a man able to lose himself in a day of play with his beloved granddaughter Maxine, so much so that he feels like a kid again. It’s this deep commitment to life that fuels his – and his fellow Cyramza patients’ – fight.
To underscore that feeling of intricate care for the “little things,” we tapped into the medium of stop-motion animation – to further evoke the childlike wonder and heartfelt attention that infuses Max’s time with his granddaughter and propels his fight. Because when you’re staring down death itself, it’s not life’s big milestones that keep you fighting. Instead, it’s the little moments that matter most.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Area 23, an FCB Health Network Company / New York
Production Company
Hornet / New York
Chief Creative Officer
Fred Levron
Tim Hawkey
Creative Director
Ronnie Caltabiano
Director
Peter Sluszka (and team)
Executive Creative Director
Elliot Langerman
Group Creative Director
Chris Bernesby
Joe Capanear
CD, VP
Erica Byrnes
Art Supervisor
Kinga Jutkiewicz
Danielle Burke
Danielle Burke
Group Copy Supervisor
Jessica Taylor
Group Director, Broadcast Production
Chinkara Singh
Senior Broadcast Producer
Anthony Ramirez
Senior Broadcast Producer, VP
Anna Lopez
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