Mother-Son Relationship Is "A Beautiful Sight" Over The Years In Animated Short For VABYSMO From Grey Health 

By

Robert Goldrich
Friday, May. 10, 2024

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Our mothers help shape our vision for the world. So, when their vision is at risk due to wet age-related macular degeneration, the leading cause of vision loss among older adults in the U.S., how we care for them means everything. 

This Mother’s Day, to celebrate our moms, and the doctors with the distinct responsibility of protecting their vision, Genentech’s VABYSMO injection treatment is releasing a short animated film titled A Beautiful Sight, created by Grey Health. The film’s strong narrative juxtaposes a mother’s vision loss with her son’s steps to become a retina specialist. Using the first-person POV the film showcases how our vision is cared for, literally and metaphorically. 

A Beautiful Sight was conceived with a grand vision: to redefine the standards of craft and storytelling within the realm of branded pharmaceutical advertising. Traditionally dominated by predictable lifestyle imagery and functional communication approaches, our aim is to elevate the narrative, emotion and visual experience to new heights,” shared Bruno Rebelo, executive creative director at Grey Health.  

Developed in partnership with animation company Roof Studios and composer Joel P West of Marvel-acclaim (Shang-Chi and the Legend of the Ten Rings), the film shows the integration of patients, their loved ones, and doctors coming together in community to care for each other’s vision using VABYSMO, a treatment 95% of retina specialists would trust to care for their own loved one’s vision.  

Artfully telling the story of a 40-year time gap, innovative facial mapping technology was used to enhance the 3D characters’ features for emotional readability as we see a mother and son’s relationship over the decades--from an infant boy seeing his mom for the very first time to ultimately becoming her eye doctor/retina specialist. Guto Terni and Vinicius Costa directed via Roof Studios.

Credits

Client Genentech/VABYSMO Agency Grey Health NY Gabriel Schmitt, global chief creative officer; Maru Sokolowski, head of global creative excellence & talent; Bruno Rebelo, executive creative director; Guy Bricio, group creative director; Doug Flynn, Luis Bacellar, creative directors; Sahar Sehgaal, Casey Espinoza, associate creative directors; Victor Burnett, art supervisor; Zahra Mirza, copy supervisor. Agency Tank Worldwide Jason Jasso, executive producer; Jack Hogan, sr. producer. Production Agency Townhouse Beliansh Assefa, sr. music producer. Production Company Roof Studios Guto Terni, Vinicius Costa, directors; Lucas Camargo, art direction; Fernanda Curi, exec producer; Marcio Lovato, head producer; Vivi Torre, producer; Fernanda Fraiz, line producer; Heber Conde, Wallan Oliveira, CGI tech directors; Lucas Ribeiro, Ale Eschenbach, lead 3D; Carlos Hallan, pipeline TD; Guto Bicalho, storyboard; Lucas Camargo, Gustavo Ramos, Rodrigo Ico Alexandrino, Natalia Veras, Estevao Chromiec, Diego Barcellos, concept art; Jenn Anconi, creative research; Yumi Kurita, costume design; Kawe de Sa, 3D layout; Alex Liki, 3D model lead; Leo Resende, Danilo  Gerard, Ricardo Viana, Maycon Lopes, David Carvalho, Edu Souza, Guilherme Luis, Marcelo Nilo, Matheus Lima, Andre Novais, 3D model characters; Vinicius Costa, Marcus Sidonio, Andressa Reigadas, David Carvalho, 3D model environments; Marcus Liete, Bruce Fabio, RIGG; Gabba Dias, assemble; Lucas Almeida, look dev./light lead; Marcelo Vaz, Claudio Jr., Pedro Henrique Placido, Joseman Queiroz, Geison Araujo, Thiago Peyon, Paulo Sampaio, Henrique Tome, Gean Carlos, look dev. and light; Josemar Queiroz, FUR; Juliana Suade, motion capture actor; Francisco Catao, animation lead; Henrique EDMX Montanari, Ewerton Farias, Camila Francisco, Jonas Gabriel, Bruce Souza, animation; Jose Mauro Lobao, VFX; Fabio Meira, motion; Flow VFX, CGI compositing. Music Marmoset Reid MacKenzie, Katy Davidson, Nicole Wilson, sr. music prdoucers. Editorial Outsider Editorial Daniel Karan, video editor

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