The target audience is appropriate patients with asthma, a respiratory condition marked by inflammation of the airways, making it harder to breathe. Because asthma is a chronic condition that can cause symptoms, many patients are interested in learning more about new treatment options to help them breathe better.

The commercial opens on a close-up of a woman/mom as she speaks to camera. Her image is projected onto puzzle pieces that begin to build a larger scene of a kitchen behind her. (All the scenes throughout are projected onto puzzle pieces.)

As the scene expands, we see the woman preparing breakfast for her family. We then see the woman in a doctor’s office listening to her doctor explain about the benefits of an asthma medication called BREO.

The next few scenes show the same woman working at an office. We then see her drive with her family to a bowling alley where they enjoy a game together. Later in the day the family arrives back home. We conclude the spot with the woman sitting on her sofa speaking to camera about BREO as her dog looks on.

In the US, direct-to-consumer broadcast advertising must comply with laws/regulations of the Food and Drug Administration (FDA) for prescription drug promotion. This includes, among other requirements, disclosure of material risk information. Prior to broadcasting, this creative work was submitted to FDA for review, with advisory comments incorporated.

Extensive CGI was used to create 3-D animated puzzle pieces that came together to create a larger scene. The team then projected footage onto the pieces thus creating the effect of the scenes growing in scale. To manage the total effect, we needed to break up pieces of the scene onto individual puzzle pieces so that they would fit into place when they came together onto the larger puzzle.

Because each scene was projected onto an incomplete puzzle, we needed to be diligent during the shoot about framing all scenes to fit inside the puzzle frames. We also needed to carefully pre-coordinate and align our live camera movements (pans, dollies, etc.) with the post camera drifts over the puzzle pieces.