Biogen wanted to make visible the work of caregivers of people with SMA. His work is essential in the daily lives of people living with the disease, but it is little recognized by society. We needed to show what they do and thank them for that work.

Based on the INVISIBLE concept, we not only talked about the disease, about which so little is said, but also about the work of caregivers. Thanks to this dual concept, we achieved objectives. Starting from an emotional piece in which we played with the spectator, we saw how "someone" we did not see was present in the scene. That person is the caretaker, who is visible only at the beginning and end of the audiovisual piece.

+16 MM Audience

+748K VIEWS

+€263K EARNED MEDIA

Society must decide if the work of caregivers of people with SMA is something that deserves thanks. If we manage to connect with their emotions by bringing them relevant stories, we will make society take caregivers more into account, and getting better care for them will be easier.

To recreate a story and a real relationship like this, and for thousands of people to see themselves reflected, we needed to achieve an emotional, elegant and very careful cinematography, based on real facts and testimonials: those of the patient who inspired us for the campaign and that appears in the last scene of the film.

Knowing these details was essential. We wanted the viewer not to discover 100% that the protagonist was living with SMA until the end. And we achieved it thanks to the gradual inclusion of details scene after scene that were carried out by that invisible person, who would only become visible at the beginning and at the end of the film: the caregiver. In addition, the editing work had to be very careful to get a more emotional film. We did not want text or voice overs for all the focus on our protagonists.