In honor of Mother’s Day, Genentech and Grey Health have released a heartwarming point-of-view (POV) film titled A Beautiful Sight for Vabysmo, emphasizing the importance of vision and community. This touching film was developed in collaboration with the acclaimed animation studio ROOF Studio and renowned composer Joel P West, known for his work on Marvel’s Shang-Chi and the Legend of the Ten Rings.
The narrative centers on the integration of patients, their loved ones, and doctors working together to care for each other’s vision using Vabysmo, a treatment trusted by 95% of retina specialists for their loved ones.
The film’s premise highlights the pivotal role mothers play in shaping our vision of the world. It poignantly addresses the challenge of caring for a mother’s vision when it is threatened by wet age-related macular degeneration, the leading cause of vision loss among older adults in the US. The narrative juxtaposes a mother’s vision loss with her son’s journey to becoming a retina specialist, all told from a first-person perspective.
A Beautiful Sight opens with the perspective of a baby boy in a crib, looking up into his mother’s smiling eyes. The film progresses through a series of vignettes that capture the deepening bond between mother and son over time, including milestones like first steps, bedtime stories, learning to ride a bike, and significant teenage years moments.
As the son grows up and heads off to college, the film captures the bittersweet nature of their separation. It culminates in a touching scene where the now-grown son, a retina specialist, treats his mother for vision loss. Watch below:
REELated:
“A Beautiful Sight was conceived with a grand vision: to redefine the standards of craft and storytelling within the realm of branded pharmaceutical advertising,” shared Bruno Rebelo, Executive Creative Director at Grey Health. “Our aim is to elevate the narrative, emotion, and visual experience beyond the predictable lifestyle imagery and functional communication approaches commonly seen in this sector.”
Directed by Guto Terni, Vinicius Costa, and Lucas Camargo of ROOF Studio, the film continues the studio’s legacy of heartfelt storytelling through highly stylized 3D characters and worlds. Utilizing innovative facial mapping technology, the team enhanced the emotional readability of the characters, creating vibrant environments that improve visible accessibility.
Behind the Scenes
ROOF Studio aimed to immerse the audience in this emotional journey by using the camera as an extension of the protagonist’s sight, incorporating natural dynamics of human vision such as eye blinks and head movements to create seamless transitions between scenes.
ROOF’s groundbreaking facial motion capture technology played a crucial role in depicting the mother’s emotional journey with unprecedented realism. This technique allowed the studio to capture genuine human expressions and translate them into their 3D models, adding depth to the storytelling.
“Emotion drives this story, and our facial capture technique helped amplify the mother’s complex sentimental journey spanning love, pride, and nostalgia,” explained Costa. The character’s development was meticulously crafted to showcase her aging process, from her skin and hair to her period-specific wardrobe.
Historical Accuracy and Attention to Detail
ROOF Studio paid great attention to the historical accuracy of the mother’s wardrobe, conducting extensive research to ensure authenticity. From the frayed edges of denim overalls to the lint on a knit sweater and the evolution of her eyeglasses, every detail was designed to reflect the passage of time authentically.
“Every project comes with its own challenges, whether related to technique, costs, or schedule,” concluded Costa. “Achieving such a high level of detail is only possible when the production and agency work in harmony, sharing the same desire to effectively communicate the intended message and evoke an emotional response. In this case, one that encourages people to take a moment in their busy lives to think about their mothers.”
CREDITS:
BRAND: Genentech
AGENCY: Grey Health NY
- Global Chief Creative Officer: Gabriel Schmitt
- Head of Global Creative Excellence & Talent: Maru Sokolowski
- Executive Creative Director: Bruno Rebelo
- Group Creative Director: Guy Bricio
- Creative Director: Doug Flynn & Luis Bacellar
- Associate Creative Director: Sahar Sehgaal & Casey Espinoza
- Art Supervisor: Victor Burnett
- Copy Supervisor: Zahra Mirza
- Managing Director, Health: Jillian Mastroianni
- Head of Account Management: Jon Carroll
- SVP, Account Management: Ore Rechany
- VP, Account Management: Warren Wyatt
- Account Supervisor: MaryBeth Gregoritch & Mario Picon
- Group Director of Engagement, Health: Caine Fair
- Strategy Director: Sonia Gocevski
- Senior Strategist: Abby Ness
- Director of Project Management: Jason Gaccione
- Senior Project Manager: Melissa Fu & Kristen Harris
- Head of Business Operations, Health: Lauren Loeffel
- Managing Editor: Neal Bellucci
- Medical Editor: Meghann Taft-Lockard & Robert Young
- Regulatory Submissions Manager: Will Timpson
AGENCY: Tank Worldwide
- Executive Producer: Jason Jasso
- Senior Producer: Jack Hogan
- Director of Regulatory Promotional Operations: Haley Grego
PRODUCTION COMPANY: ROOF Studio
- Director: Guto Terni, Vinicius Costa & Lucas Camargo
- Art Direction: Vinicius Costa & Lucas Camargo
- Executive Producer: Fernanda Curi
- Head Producer: Marcio Lovato
- Producer: Vivi Torre
- Line Producer: Fernanda Fraiz
- CGI Tech Director: Heber Conde & Wallan Oliveira
- Lead 3D: Lucas Ribeiro & Ale Eschenbach
- Pipeline TD: Carlos Hallan
- Storyboard: Guto Bicalho
- Concept Art: Lucas Camargo, Gustavo Ramos, Rodrigo Ico Alexandrino, Natalia Veras, Estevão Chromiec & Diego Barcellos
- Creative Research: Jenn Anconi
- Costume Design: Yumi Kurita
- 3D Layout: Kawe de Sá
- 3D Model Lead: Alex Liki
- 3D Model Characters: Leo Resende, Danilo Gerard, Ricardo Viana, Maycon Lopes, David Carvalho, Edu Souza, Guilherme Luis, Ricardo Viana, Marcelo Nilo, Matheus Lima & André Novais
- 3D Model Environments: Vinicius Costa, Marcus Sidonio, Andressa Reigadas & David Carvalho
- Rigging: Marcus Lieite & Bruce Fabio
- Assemble: Gabba Dias
- Look Development/Light Lead: Lucas Almeida
- Look Development/Light: Marcelo Vaz, Claudio Jr., Pedro Henrique Plácido, Josemar Queiroz, Geison Araujo, Thiago Peyon, Paulo Sampaio, Henrique Tomé & Gean Carlos
- Fur: Josemar Queiroz
- Motion Capture Actor: Juliana Suade
- Animation Lead: Francisco Catão
- Animation: Henrique EDMX Montanari, Ewerton Farias, Camila Francisco, Jonas Gabriel & Bruce Souza
- VFX: José Mauro Lobão & Marcus Leite
- Making Of: Julio Abreu, Making Of
- Motion: Fabio Meira
- CGI Compositing: Guto Terni & Flow VFX
EDIT: Outsider Editorial
Video Editor: Daniel Karan
MUSIC & SOUND: Townhouse
Senior Music Producer: Beliansh Assefa
MUSIC & SOUND: Marmoset
Senior Music Producer: Reid MacKenzie, Katy Davidson & Nicole Wilson
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