INGREZZA: Film Craft
Imagine what it must feel like when, after finally stabilizing your mental health, you start to lose control of your body movements. That’s the harsh reality for some 600,000 people living with tardive dyskinesia (TD)—a disorder marked by uncontrolled movements in the face, hands and body.
The INGREZZA Spotlight broadcast spot brings to life exactly how these patients feel: that their sudden, uncontrolled movements are in a spotlight—signaling to everyone around them that something is wrong. But the Spotlight campaign also presents a better reality to people living with TD, a reality where their movements are under control and they’re seen in a different light.
During production, we used an in situ, focused spotlight and darker lighting to highlight the TD problem areas at the beginning of the commercial. During resolution, a broader spotlight shone on the main character. This before and after lighting effect was enhanced in post production and visually brought to life both the negative impact of TD and the positive impact of Ingrezza.
