TBWA\NEBOKO Highlights the World of Unseen Radiologist Heroes in Touching Film

Philips and Omnicom present ‘The Full Picture’. A creative campaign by Omnicom’s TBWA\NEBOKO showcasing a true story, between two unlikely protagonists, in a touching film. The film brings together Sophie (a former patient) and Dr. Boden (her radiologist). Their story unfolds as we dive deeper into the world of unseen heroes (radiologists) and the road to recovery for patients.

In the film, Philips invites Dr. Boden to take a photography class. He’s under the impression that because radiologists have a keen eye for detail, he can translate those skills to the outside world by taking portraits. What he doesn’t know is that the person on the other side of the lens is Sophie, a dancer… and his former patient. Unbeknownst to him, Sophie is there to thank him, as he’s changed her life significantly, although they’ve never actually met… until now.

Two years ago, Dr. Boden captured a scan of Sophie, revealing stage four Hodgkin Lymphoma. After a tough recovery journey, Sophie is now back doing what she loves most, dancing. 

Dr. Boden has no idea of the impact he’s had on her life. In this touching film Sophie shares her story and her gratitude to Dr. Boden in an artistic way, by showing him ‘The Full Picture’. As Sophie admires the portrait he’s just taken of her, she reveals the original life-changing scan he took two years earlier. Both captured by the same radiologist.  

Darre van Dijk, CCO TBWA\NEBOKO, said “This project gave us the opportunity to put the spotlight on the unsung heroes in the medical world by putting the people behind the technology at the centre. The making of this film was completely authentic. So, capturing the true emotions of Dr. Boden, as we see his reaction, just makes the moment so much more special.”

Lian Vergeer-Langens, VP, head of global brand and integrated agency management at Royal Philips said “At Philips, people are at the heart of everything we do. With this film we show the story of Sophie, a real person with a personal and authentic story. We show the enormous impact her radiologist had on her life. This is a different approach towards the healthcare industry, taking a step back from all the technologically advanced innovations and showing the real human stories behind the expertise and the use of those innovations. That is where we can show the true value we add; how together, we make life better.”  

‘The Full Picture’ launched globally and introduces Philips new Radiology platform ‘See Beyond.’