We start very tight and close-up on a COPD patient’s eyes, emphasizing their shrinking world caused by increased breathlessness. We hear smooth, healthy breathing, then in one slow camera movement that signifies the single daily inhalation of Trelegy, we pull back to reveal the wide epic vista of the patient’s expanding world, building back confidence and life quality, leaving restriction and fear behind. These stunning metaphors conclude with our campaign headline, LESS TO TAKE. MORE TO TAKE IN.

The camera movement needed to be smooth and steady, just like healthy breathing, so we used a technique of operating the stabilized camera on a drone. A drone operator physically held the drone for the close-up framing, allowing for controlled movement and proximity to the talent. As the camera was released by hand, the drone took over, flying back and up to give us the most impressive of shots in a single take, emphasizing the product benefit of a single daily inhalation.