Shadows

Objective: Viatris, a Global Pharmaceutical giant, approached the agency to create a film to spread awareness of Treatment Resistant Schizophrenia.

The objective was to create an emotional, gripping narrative of treatment-resistant schizophrenia to highlight the struggles of patients and caregivers alike on the occasion of Mental Health Day.

Target Audience: The target audience were Healthcare professionals, psychiatrists, patients and caregivers



Brand Challenges: Schizophrenia is a serious mental illness that affects how a person thinks, feels, and behaves.

Challenges Overcome: The agency proposed a digital film titled “Shadows” that beautifully integrated the concept, visual language, the condition and the patient-caregiver story in an emotionally gripping narrative using the key visual idea of moving shadows on a wall.

Creative Solution: The film was told from the perspective of a caregiver where the patient was a sibling and the visual language portrayal was done using shadows to express the condition’s dark abyss of symptoms such as hallucinations, delusions.

The film tells the story of a brother and sister over the years from the sister's (who is the caregiver) point of view, with the intent of connecting with caregivers. It brings to light the challenges faced by caregivers and patients regarding the sensitive subject of Treatment Resistant Schizophrenia so as to facilitate treatment and care.



The film, on its part, put forward Clozapine as a ray of hope for both patients with treatment-resistant schizophrenia and their caregivers.

Outcomes: The film captured the screens of multiple mental health clinics, Neuropsychiatry departments and hospitals aiding many healthcare professionals to discuss the sensitive subject with caregivers of patients with treatment-resistant schizophrenia so as to facilitate treatment and care. The film was uploaded on multiple social media platforms such as YouTube and Facebook. The film received appreciation for its visual treatment, clarity of expression and empathetic approach to such an extent that it is now part of the Global Showcase of Viatris.