Our target audience is young adults in France, from 15 to 25 years-old.

This savvy audience knows how to avoid advertising, so needed to make sure our movie didn’t feel like an ad: we created animation from a first-person perspective, incorporating a strong visual identity and a “music video style”.

To capture the attention of our young audience, we decided to use a dynamic and colorful animation, created frame-by-frame in a traditional way. But our main challenge was to represent the disease’s symptoms and their effects as accurately as possible, immediately allowing viewers to feel what it is like to live with it. We verified each part of the story with a medical specialist; this allowed us to be extremely precise in our visual depiction, from the main symptoms such as tunnel vision to the color saturation levels. We also took the symptoms into account to ensure that people potentially suffering from IRD would be able to view the movie. In the end, the film is the perfect balance between a modern piece of content created with traditional animation techniques, and an educational, medically verified movie intended to catch our target audience’s attention more than any other other pharma campaign.