Pushing the Limits

Spinal muscular atrophy (SMA) is a rare, genetic neuromuscular disorder that causes a devastating loss of motor function in more severe subtypes. There were no pharmacological treatments until recently, leaving many people with SMA feeling forgotten.

Genentech was preparing to bring a new therapy to market, and wanted to demonstrate their commitment to the SMA community. We at DDB Health proposed a documentary-style video and, as creative director, I helped select the subject and director, wrote the interview guide, conducted on-camera interviews, and created final storyboards. 

The final video was shortlisted for a Clio award.