Biogen wanted to make visible the work of caregivers of people with SMA. His work is essential in the daily lives of people living with the disease, but it is little recognized by society. We needed to show what they do and thank them for that work.

To recreate a story and a real relationship like this, and for thousands of people to see themselves reflected, we needed to achieve an emotional, smart and very careful cinematography, based on real facts and testimonials.

Knowing these details was essential. We wanted the viewer not to discover 100% that the protagonist was living with SMA until the end. And we achieved it thanks to the gradual inclusion of details scene after scene that were carried out by that invisible person, who would only become visible at the beginning and at the end of the film: the caregiver. In addition, the editing work had to be very careful to get a more emotional film. We did not want text or voice overs for all the focus on our protagonists.

The campaign reached +16 MM of total audience in Spain, with more than 748k views and an earned average of 263K.

Different patient associations echoed the campaign without having been an active part of it, achieving an organic impact beyond the SMA disease. The figure of the caregiver was glorified beyond SMA, and thanks for the campaign were received from different patient associations with caregivers involved.