The brief was to get Healthcare Professionals to choose GSK Vaccine as their rotavirus vaccine of choice. GSK wanted to sustain and increase its market leadership, by conveying the benefits of its fully human design and therefore it’s 2-dose schedule.

Its competitor’s vaccination schedule takes longer to complete (3-dose schedule) and is also based on bovine material. Meaning the vaccine schedule can not only provide faster protection to babies, but the vaccines fully human design mimics natural infection, providing better immunity.

We needed to communicate the science behind the vaccine as well as the benefits, all while keeping the HCP engaged with the film.

This film was directed with a strong human element running throughout it, but something that felt like a live piece of art, or theatrical performance.

It embraces the idea that human bodies create these scientific shapes told through shadow art but doesn’t hide the environment in which is needed to create them.

Space is used a canvas, and the journey through that space drives the story. The devices used to create the illusions in these films are never hidden. Lights, cast, rigging are all included in frame.

The shadow art is central to the film and overall direction as we needed to create complex, scientific shapes using human bodies in a choreographed manner. Making sure these felt accurate whilst fluid and dynamic was very important.

Its overall direction was to be authentic while giving the feel of a live artistic performance through its single-take approach, all while showcasing the science.

The primary feature that positions the GSK Vaccine apart from its competitors is its human-centric design. The goal of the film was to position this vaccine as the preferred choice for healthcare professionals. The film resonated widely, influencing HCPs choice across various markets.