Cannes Lions
McCANN HEALTH, Tokyo / JANSSEN PHARMAAA / 2021
Overview
Entries
Credits
Background
The target audience is healthcare professionals who have been engaged in PAH (Pulmonary Arterial Hypertension), a fatal rare disease that causes dyspnea in patients, has yet to find remission treatment and doesn’t allow both patients and doctors to have any hope for the future.
Execution
The shooting was carried out using a deep pool to capture abstract water expressions. Each abstract cut implies each emotion of the patient. We adopted real human manipulation in shooting each abstract cut; Rather than using a machine or a paddle to create waves, we only used a human hand to create subtleties of emotions through the unique form of finger and curve in the hand on a subconscious level.