BI wanted to create an attention grabbing film to launch a new campaign for Spiriva at their conference. Exacerbations - the key area of COPD that Spiriva helps - are not pretty to look at - but they are dramatic. We wanted to capture this drama in an attention grabbing film. And also drive home the point that with the right treatment you don't need to lose your quality of life when you have COPD exacerbations. The idea was born - we created 3D icons that represented a good Q of L for the patient and then had the patient have an exacerbation in slow motion - instead of expelling phlem - expelling the icons escaping with each exacerbation. The film was showcased at BI's conference. Because of the high visible impact of the film, and the unusual "surprise" of the cough, it was very much talked about by HCPs.

We wanted to visually express Quality of Life escaping with every exacerbation. So our idea was to create a series of icons that represented the types of enjoyable things that makes up a life of a COPD sufferer such as Charlie. We then created these icons in 3D and we used them to create a phlem cloud, rather like the tiny drops of spit that are expelled when coughing. Charlie was filmed in super slow motion coughing - the outward sign of an exacerbation...and as he coughed the icons were expelled - escaping from his mouth - like a tiny cloud of phlem so we could quite literally see his Quality of life disappearing. Each icon was developed in CGI 3d, so could turn and twist to feel life-like. The icons were expelled in slow-motion trajectory to match his cough. Music was scored to emphasise the movement.