Title | PFIZER: LIVING NIGHTMARE |
Brand | PFIZER |
Product / Service | XELJANZ |
Category | A01. Direction |
Entrant | CHIMNEY GROUP ASIA PACIFIC Singapore, SINGAPORE |
Idea Creation | ghg Sydney, AUSTRALIA |
Production | CHIMNEY GROUP ASIA PACIFIC Singapore, SINGAPORE |
Production 2 | CHIMNEY Sydney, AUSTRALIA |
Production 3 | RUMBLE STUDIOS Sydney, AUSTRALIA |
Production 4 | HAYMAKER Gothenburg, SWEDEN |
Name | Company | Position |
---|---|---|
Bo Thorp | Chimney Australia | Executive Producer |
Rosie Parker | Chimney Australia | Producer |
Johan Polhem | Chimney Group Asia Pacific | Executive Creative Director |
Olivia Wallace | Chimney Australia | Production Manager |
Tod Gill | N/A | VFX Supervisor |
Gaby Muir | N/A | Editor |
Jess Woodfield | Grey Health Group | Group Account Director |
Allie Foster | Grey Health Group | Account Manager |
Ben Webster | Grey Health Group | Creative Director |
Cherie Davies | Grey Health Group | Creative Director |
Mark Summerville | Grey Health Group | Producer |
Nat Joyce | Rumble | Sound Designer |
Michael Gie | Rumble | Audio Producer |
Fredrik Swerin | Haymaker | VFX Supervisor |
Urban Forsberg | Haymaker | Comp Artist |
Ellen Theren | Haymaker | Comp Artist |
Richard Blank | Haymaker | 3D Artist |
Martin Almström | Haymaker | 3D Artist |
This film was shot in a POV style to give audience members first-hand insight into the struggles of rheumatoid arthritis (RA) sufferers. While some days are more manageable than others, RA strikes randomly and acutely. The whirling ceiling fan represents monotonous mornings, when sufferers wake up to the uncertainties the day might bring. The illusion of blinking helps viewers move through the nightmare. When the RA sufferer gets out of bed, thorns appear in her foot path, alluding to the pain she goes through in the simple act of walking. Going down the hallway becomes unbearably difficult and feels a lot further than usual, and her hand turns into porcelain as she attempts to turn the door knob. The knob also catches fire, making it impossible for the sufferer to touch. When she finally steps out of the house, she is met with bright colours and fresh optimism.
The direction for "nightmare" was all about conveying the pain of RA through the eyes of a sufferer. The concept required the feeling of RA to be conveyed through filmed visuals, sound and VFX only, without the use of talent performance. Not showing the face of the protagonist or having her talk/act was a deliberate choice to enable the viewer to experience the pain and discomfort first hand. The other aim of the campaign was to educate the public and those close to sufferers what someone with RA goes through on daily basis. RA sufferers may look healthy on the outside, but the pain is real and can be very debilitating.