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Unbreakable
Agency Area 23, An IPG Health Company / New York + Roof Studio / New York + Jamute / São Paulo + Insmed Incorporated / Bridgewater NJ
Category
Craft / Art Direction
Annual ID
OS22_PH004G
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. To finally get doctors’ attention, we paired real NTM patients with animators from around the world to create original films that communicate how hard it is for NTM patients to live without a diagnosis.
“Unbreakable” tells the real-life story of Barbara, characterized as a CGI bunny. Barbara’s tale illustrates how she went from therapy to therapy, misdiagnosis to misdiagnosis, and doctor to doctor with no one having the right expertise to help. The film chronicles Barbara’s worsening condition and loss of hope, until she finally finds the answer she needs.
This story is told through rich and poetic visuals that use fantastical layers to pave the way to tackling deeper concerns. Due to the bunny’s size and POV, everything needed to be painstakingly detailed and fully textured.
With physicians ignoring their patients’ complaints for years, we knew that using a patient simply telling her story wasn’t going to make an impact. Instead, we employed the art of storytelling to deliver a breakthrough campaign that got doctors’ attention. The animations demand that doctors identify, diagnose, and treat NTM before their patients pay the price.
We were able to deliver our message to our key physician segments—pulmonologists and infectious disease specialists—and urge them to recognize the symptoms of undiagnosed NTM so they could start testing and treating their at-risk patients for this odious disease.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Area 23, an IPG Health Company / New York
Client / Brand
Insmed Incorporated / Bridgewater NJ
Production Company
Roof Studio / New York
Music / Sound Production Company
Jamute / São Paulo
Post Production Company
Crew Cuts / New York
Chief Creative Officer
Tim Hawkey
Composer
James Pinto
Creative Director
Arthur Daraujo
Corinne Feight
Jennifer Harrison
Kristen Bell
Paul Harrington
Executive Producer
Chinkara Singh
Marcus Lansdell
Stephanie Norris
Alejandro Lepez
Group Creative Director
Chris Bernesby
Joe Capanear
Eduardo Tavares
Producer
Kevin Mullucks
Vanderlei Santana
Account Team
Jack O’Shaughnessy
Martha Simpson
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