Science Will Win was Introduced to the world by Pfizer prior to Covid vaccines, this single thought has become the North Star of the brand’s reputation work. Fast forward 3 years and this simple and age-old truth with deep cultural relevance needed to find meaning beyond Covid.

Afterall, Science has the power to cure, enhance and even extend our lives and as such, it plays a vital role in all of our lives but because it’s hidden inside in the tablets, capsules, treatments and therapies that heal us, its impact on our lives is often forgotten. 

Pfizer’s brief was to show how science positively affects people’s everyday lives—beyond just the pandemic.

Reminding them of the impact science has on all of our lives.

This film employs an experimental cinematic approach, as the story is visually told through the point of view of science itself. We see the protagonists through the “eyes” of the science that is transforming and healing them. We achieved this by experimenting with different lenses, spinning cameras, and other in-camera optical effects that were all inspired by or made from real scientific instruments. Certain scenes were literally filmed “through” the scientific lenses, to amplify this effect. We also created scientific optics plates and macro shots that were then integrated into the film from location with VFX. Putting all of that together, the film was meticulously crafted to create an emotional, visual, and sonic connection between the people’s lives and the scientific world—showing how their wins are one and the same, and how they’re leaving the losers behind.

This film achieved its objectives in pushing the “Science Will Win” campaign beyond just a “pandemic” campaign—and gave the brand’s line new meaning that applied to the everyday lives of Americans.