This film out of ad agency /prompt for prescription eye drop Upneeq features fashion model Cindy Crawford whose eyes have a mesmerizing effect on those she comes into view of–from a traffic cop to a fashion photographer to assorted bystanders.
Directed by RSA Films’ Marie Schuller, a storyteller known for her fashion/beauty work, the film–”Eyes On with Upneeq x Cindy Crawford” is part of a multichannel campaign rolling out across digital and social problems, CTV, Paid (Meta and Google Ads), featuring creators, makeup artists, and women of all ages sharing their own perspectives on connection, confidence, and showing up fully. The campaign for Upneeq, an eye drop for adults with low-lying eyelids, also extends to healthcare professionals designed to support patient awareness and conversations around eye aesthetics, further expanding the campaign’s reach across both consumer and provider audiences.
“The eyes are the clearest expressions of confidence and connection. From a creative standpoint, partnering with Cindy Crawford, someone who continues to be the reference, was incredibly powerful,” said Dan West, chief creative officer at /prompt.
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Credits
Client Upneeq Agency /prompt Dan West, chief creative officer; Laura Touysinhthiphonexay, creative director; Sydney Olstad, associate creative director, copy; Melissa Sohmer, associate creative director, art; Taylor Schomann, head of production; Jamie Jacobson, managing director, client experience; Jeremy Simon, audience experience; Alyssa Ciambriello, managing director, talent partnership; Kristina Ellis, SVP, client experience; Cass Hallacker-Covaleski, SVP, digital; Freddy McLaughlin, EVP, media & analytics; Amanda Roland, VP, influencer; Kara Cooper, director, influencer. Production RSA Films Marie Schuller, director; Luke Ricci, president/exec producer; Jenni Sprunger, exec producer; Benoit Delhomme, DP; Sarah Morrison, head of production; Emma Cairns, producer; Dimitris Giannetos, hair stylist; Claudine Blythman, make-up artist; Monica Zafra, stylist; Jon Blud, production designer; Elspeth Vince, production manager; Natalie Orsi, associate producer. Production Service Company Camino Laura Diez, exec producer. Editorial Church Aaron Saiki, editor; Logan Tarter, cutting assistant; Mah Ferraz, founder; Freya Hewett, exec producer, NY; Elyse Robinson, exec producer, L.A./head of production; Kylie DeVries, post producer. Color Grade Ethos Studio Ryan Urzi, colorist; Maraida Gutierrez-Colon, color producer; Will Reininga, sr. color assist; Sasha Pace, head of production; Eliana Carranza-Pitcher, exec producer/managing director; James Drew, founder/exec producer. Post Impossible Objects Morgan McDermott, VFX supervisor; Kim Bifulco, VFX producer; Mike Roy, lead conform Flame artist; Laychin Lee, sr. Flame artist. Music Box of Toys Ben Laver, Chris Didlick
This trailer is for the new documentary short Is Mum OK, which shines a light on the hidden realities faced by young carers in the U.K.
In the U.K., a carer is generally anyone who looks after a family member, partner, or friend who needs help due to illness, frailty, disability, mental health issues, or an addiction. Crucially, this refers to carers who provide this support for free.
The short follows a group of young carers in Waltham Forest, East London, who are given access to much-needed respite through a dedicated local initiative, Young Carers Club, a fortnightly respite evening where they can socialize, eat and spend time with others who understand their experiences.
It explores both the beauty and the burden of caring from a young age, while highlighting the need for greater recognition and support for young carers across the U.K.
Commissioned by Guardian Documentaries and produced by Uncommon Creative Studio, Is Mum OK was released during Carers Week 2026 (June 8-14)--with this year’s week themed around building carer-friendly communities
The film will also be screened to members of Parliament, urging them to bring young carers’ rights to the top of the social care agenda
Is Mum OK was directed by Rosie Morris, who had firsthand experience of being a carer for her mother.
There are estimated to be at least one million young carers in the U.K., many of whom remain unidentified and unsupported.
Director Morris said, “This story is deeply personal to me, rooted in my own experience of caring for a loved one. Caring for my mother three years ago was one of the hardest and most meaningful experiences I have ever had. My difficulty in transitioning out of being a carer and... Read More
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