In 2017, Intouch debuted a valuable, very twenty-first-century tool for healthcare providers and caregivers – a virtual and augmented reality app called In My Eyes that can help them understand what it’s like to live with certain retinal diseases.
Now, we’re excited to introduce our award-winning A Beautiful Pair, a comprehensive consumer campaign that features a stop-motion-animated television commercial, plus print, paid media and more. The campaign is designed to inspire and empower patients who have diabetic macular edema (DME) to take an active role in managing their disease. DME is a complication of diabetic retinopathy, the most common eye disease caused by diabetes. In DME, the macula swells with fluid leaked from the damaged blood vessels.
“We didn’t write a commercial — we wrote a love story. Because the most powerful and effective creative idea will always be based on a human truth,” says Brent Scholz, vice president, executive creative director at Intouch.
The 60-second commercial shares the story of a pair of anthropomorphic eyes as they experience life’s big and small moments: a walk in the park, settling into their first home, sharing a cup of tea on a cold winter night, and eventually encountering a metaphor for their disease: a cloud-like object that obstructs their journey and their ability to see and appreciate the things they want to see. EYLEA — a drug used to treat DME — is represented in the form of a powerful, glowing “spirit” that helps the pair fight back.
“Stop motion was an appealing technique to us versus computer generated imagery,” said Scholz. “Because everything was actually built, lit on a set, and shot via a camera (versus entirely ‘faked’ on a computer), it created the much warmer and more humanly emotional ambiance we were striving for.”
Check out our case study video to learn more about what we did, and how we did it!