Inspired by true stories from retina specialists that treat their mothers with VABYSMO, and a survey that 95% of retina specialists would use VABYSMO to care for their loved ones, we saw a great opportunity for unique content to promote the brand. The brief was to develop a film that elevated this and to do so in a way that was focused on emotional storytelling without clinical product claims. The objective was to reinforce the value of VABYSMO as a trusted treatment among retina specialists in a category where peer influence is critical.

Our mothers shape our vision for the world, so when their world is at risk due to vision loss, how we care for them means everything. That is why nearly 95% of retina specialists would use VABYSMO to care for their loved one’s vision. Inspired by true stories of doctors who treat their mothers with VABYSMO, “A Beautiful Sight” is an animated short film that elevates the importance of caring for each other’s vision. From the son’s perspective, we watch as his mother shapes his vision for his life. As they age, her vision worsens, and he takes steps to become a retina specialist. In the final scene the tables have turned, his mother becomes his patient, and he must care for her. The film uses facial expression mapping, vibrant environments, scenes that cue vision, and a custom film score to enhance the craft and memorability for doctors.

The strategy was to unveil a beautifully crafted film in the month leading up to Mother’s Day through a live screening, as well as on the VABYSMO website and social channels for retina specialists and the AMD community to view, be inspired, and share. Retina specialists were the primary audience, with ophthalmologists and the greater eye care community as secondary audiences. By ending the film with the powerful statistic that 95% of retina specialists would use VABYSMO for their loved one’s vision we inspired retina specialists with limited awareness to consider the treatment based on peer influence.

The short film was publicly screened for retina specialists and promoted on the VABYSMO branded website. It was launched publicly in early April with additional promotional efforts made leading up to Mother’s Day in early May.

To date the impact has been significant. With only 3,000 retina specialists in the United States, the video has been viewed over 10,000 times, a tremendous reach that goes beyond just our primary audience. Engagement has been high with over 4 min of time spent on the VABYSMO website. Brand awareness has increased 40% and trust in the brands has increased by 70%. Overall, the objectives of the film have not only been met but far surpassed.