The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Craft / Art Direction
Annual ID
OS24_PH032M
About the Work
This VR-based short film was created to educate and raise awareness among healthcare practitioners in the US and global markets who treat patients with chronic kidney disease (CKD).
KERENDIA (finerenone), a treatment for CKD, needs doctors to pay attention to the eGFR blood test, a trigger to prescribe it. While doctors routinely measure eGFR in blood samples, they often overlook the number as it drops below 60, a critical warning for kidney damage.
This message was not sticking with doctors, so the brand determined it would resonate on a deeper level if it was wrapped in a story and delivered as an immersive, virtual reality experience.
The film follows a lone soul in an otherworldly landscape who is fixated on the number 60. His fixation borders on obsession. Flashbacks show his ambitious, but failed, attempts to enshrine the number 60. The mystery around the character’s identity and 60 deepens until the climax of the film, when he launches a makeshift flying machine, hurtling himself and his message through the very membrane of his world, only to come crashing down again. Defeated, and deflated.
Finally, there is a shocking reveal. His entire world is a test tube of blood, sitting on the desk of a physician, who is oblivious to the drama unfolding in this microworld. Our character is eGFR and he’s been trying to warn the doctor about 60 mL/min, a measure that is being ignored.
This film was created entirely in VR software QUILL, allowing the animation to take place around the viewer in 360 degrees, creating a completely immersive experience. The intricate spatial design draws the viewer in. The vast, hand painted 3D landscape resembling an alien environment evokes a sense of wonder and intrigue. Extensive 6 degrees of freedom (6Dof) design enables viewers to explore this captivating world from every angle.
KERENDIA (finerenone), a treatment for CKD, needs doctors to pay attention to the eGFR blood test, a trigger to prescribe it. While doctors routinely measure eGFR in blood samples, they often overlook the number as it drops below 60, a critical warning for kidney damage.
This message was not sticking with doctors, so the brand determined it would resonate on a deeper level if it was wrapped in a story and delivered as an immersive, virtual reality experience.
The film follows a lone soul in an otherworldly landscape who is fixated on the number 60. His fixation borders on obsession. Flashbacks show his ambitious, but failed, attempts to enshrine the number 60. The mystery around the character’s identity and 60 deepens until the climax of the film, when he launches a makeshift flying machine, hurtling himself and his message through the very membrane of his world, only to come crashing down again. Defeated, and deflated.
Finally, there is a shocking reveal. His entire world is a test tube of blood, sitting on the desk of a physician, who is oblivious to the drama unfolding in this microworld. Our character is eGFR and he’s been trying to warn the doctor about 60 mL/min, a measure that is being ignored.
This film was created entirely in VR software QUILL, allowing the animation to take place around the viewer in 360 degrees, creating a completely immersive experience. The intricate spatial design draws the viewer in. The vast, hand painted 3D landscape resembling an alien environment evokes a sense of wonder and intrigue. Extensive 6 degrees of freedom (6Dof) design enables viewers to explore this captivating world from every angle.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Area 23, an IPG Health Company / New York
Production Company
Studio Syro / Gainesville, FL
Animator
Jon Paul Brower
Nick Diaz
Art Director
Liya Buslayev
Chief Creative Officer
Tim Hawkey
Copywriter
Julia Gonzalez
Creative Director
Rodrigo Panucci
Peter Ariet
Simone Fougnier
Jane Galang
Ronnie Caltabiano
Executive Producer
Christine Anisko
Chinkara Singh
Group Creative Director
Renata Maia
David Traini
Music Supervisor
Julien Mier
Producer
Daniel Berman
Chris Moscatelli
Related Awards
