Cannes Lions

Multiple Myeloma Told True

EVOKE PHILADELPHIA, Philadelphia / PFIZER / 2023

Film
Supporting Content
Supporting Content

Overview

Entries

Credits

Overview

Background

People living with multiple myeloma find themselves in a never-ending cycle of remissions and relapses. Because few people understand the true nature of this disease, those coping with it feel isolated. As a result, patients struggle to find the right words that truly convey their experience.

We needed to provide patients with a way to better express themselves. By bringing their authentic experiences to light, other people living with this rare cancer would feel seen and heard. And knowing that multiple myeloma is a uniquely relentless cancer, we also needed to provide patients with information that felt relevant to their experience.

Execution

Our cinematic approach was methodical, not typical docu-style. We filmed each story with 3 points of view. First, “look at my life,” which showed the world through Mirna’s eyes. Second, “experience my life with me,” where we followed Mirna and the camera trailed. And third, “look at their life” from someone else’s perspective. In this case, that was Mirna’s sister.

The people closest to the subject will always see them in a different light—one filled with eternal love, admiration, and affection. This view is more disarming. Mirna’s sister allowed us to see Mirna as a source of strength and light that only comes with a history. Those are the moments that would be lost if that person weren’t there. That loss would impact people for many years to come. It's a lasting impact, and the artwork is a lasting medium, leaving a lasting representation.

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