Healthcare Professionals - cardiologists at Congresses

The film follows an elderly man who talks about an attack he had a year ago. We flashback to him in the ocean. The mood is tense and the use of underwater shots means we assume he's talking about a shark attack. He describes the impact - the pain on the side of his body, the chaos and the suffering. We experience the attack with him, and feel the horror. The film ends with a big reveal - the man states that he never wants to go through another heart attack. The call to action is that "no one should go through the horror of a second heart attack", and urges cardiologists to 'keep treating, keep beating" - a subtle link to Brilinta's extended treatment clinical success.

ABPI, Veeva / MINT regulatory boards

We shot in South Africa - where the threat of an actual shark attack was extremely possible. The lighting, water, and overall natural beauty of the location really emphasized the idea. The 1:235 cinema formatting was crucial in the narrative - adding scale and drama to the film.

The film uses a lot of well known 'Jaws' shots to guide the viewer down the assumption that the film is about a shark attack.