Cannes Lions

Before It Became a Medicine

SMUGGLER, Los Angeles / PFIZER / 2017

Film
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The film traces the 12-year research and development journey of a new medicine, from a scientist’s mind all the way to a patient’s medicine cabinet. The story begins with a man in his home bathroom, shaking out a single pill from its bottle. As the pill falls, we suddenly jump across time and space as the narrator tells us what, exactly, it takes to create a new medicine. In labs, scientists work tirelessly into the night. In boardrooms, regulators evaluate clinical data. In hospitals, patients volunteer for clinical trials and doctors administer new medicines. After years of setbacks and breakthroughs, the new medicine is approved. The film ends back where it started: the man takes his pill, lifts his young son into the air, and they begin their day together. Real Pfizer scientists working at the forefront of cancer drug discovery and development are featured throughout the film.

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