PFIZER: LIVING NIGHTMARE

TitlePFIZER: LIVING NIGHTMARE
ClientPFIZER
Product / ServiceXELJANZ
CategoryA01. Direction
EntrantCHIMNEY 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

Brief Explanation

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.

Execution

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.

Credits

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
Links
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