Patient stories were all the same: talking heads, clinical, forgettable. So we flipped the form. 'Defining Moments' turned real experiences into four mini dramas,
each showing the moment sight loss became impossible to ignore. Shot like short films, they carried the polish of a Netflix drama while staying true to the patients.
The result: powerful stories that gave people with sight loss the confidence to act.

Armye's story "Back in the game"

Charles's story "I read people"

Debra & David's story "Seeing is believing"

Nina’s story "I’m stronger than ever"

Say it wrong.
Say it weird.
Just say it.

The brief was simple: get people to remember to ask for Vabysmo. But we spotted a funny tension... it’s hard to ask for something most people can’t even pronounce.
So we leaned into it and created a blooper-style campaign across social and OOH that turned mispronunciation into the message.
Say it wrong.
Say it weird.
Just say it.

Grazia: putting personal style back in the spotlight

The National: letting data write the news the UK media ignored