CREDITS
Client
Amgen
Agency
Emcay
Creative Director
Lisa Lllewellyn
Creative Director/ Art
Scott Sager
Production Company
Sidestreet Pictures
Director
K.T.Ngooh
DP
Sergei Franklin
Producer
Dorit Ritter
AC
Cindy Chen
Gaffer
Alexa Hiramitsu
Sound
Neal Seidman
Make Up
Aria Ferraro
Photographer
Mouhsine Idrissi
Casting Director:
Toni Cusumano Casting
Cast:
Anthony Aroya
Portrait
The spot was to communicate from the POV of the patient with Multiple Myeloma by relying on various dramatic executions to grab the attention of the the viewer, whether they are a patient or caregiver and do the following:
1) Stop. Them in their tracks with dramatic imagery.
2) Convey with empathy that MM is a scary and Frustrating condition to have.
3) Convince them that there is new information check out that may benefit them.
The result is a 30’ spot with an on-camera heartfelt story from the patient. It features dramatic lighting and has a real photojournalistic and intimate quality to it.