
ROOF Studio Animates A Beautiful Sight for Vabysmo
Brie Clayton June 19, 2024
0 Comments
In honor of Mother's Day, Genentech and Grey Health spotlight the gravity of vision and community in a heartwarming point-of-view (POV) film. Developed in partnership with highly-awarded animation studio ROOF Studio and composer Joel P West of Marvel-acclaim (Shang-Chi and the Legend of the Ten Rings), the film shows the integration of patients, their loved ones, and doctors coming together in community to care for each other's vision using Vabysmo, a treatment 95% of retina specialists would trust to care for their own loved one's vision.
The premise behind the film focuses on how our mothers help shape our vision for the world. So, when their vision is at risk due to wet age-related macular degeneration, which is among the leading causes of vision loss in people over 60 in the US, how we care for them means everything. The strong narrative in A Beautiful Sight juxtaposes a mother's vision loss with her son's steps to become a retina specialist. Using the first-person POV, the film showcases how our vision is cared for, literally and metaphorically.
A Beautiful Sight begins from the perspective of a baby boy in a crib, gazing into his mother's smiling eyes. A series of vignettes unfold, capturing the loving bond between mother and son through time. From first steps, bedtime stories, and learning to ride a bike to the teenage years, playing baseball, and learning to drive, their bond grows stronger. With her son grown up and off to college, their separation is bittersweet. Fast forward, the film concludes with a shot of the mother sitting in a patient room. The point of view shifts to a blurry image of the doctor, the mother's son, now a retina specialist treating her for vision loss.
Some contents or functionalities here are not available due to your cookie preferences!
This happens because the functionality/content marked as Google Youtube uses cookies that you choosed to keep disabled. In order to view this content or use this functionality, please enable cookies: click here to open your cookie preferences.
A Beautiful Sight' was conceived with a grand vision: to redefine the standards of craft and storytelling within the realm of branded pharmaceutical advertising. Traditionally dominated by predictable lifestyle imagery and functional communication approaches, our aim is to elevate the narrative, emotion, and visual experience to new heights, shared Bruno Rebelo, Executive Creative Director at Grey Health.
Directed by Guto Terni, Vinicius Costa, and Lucas Camargo of ROOF Studio, the film builds on the team's legacy of heartfelt storytelling driven by majestically stylized 3D characters and worlds. Beautifully telling the story of a 40-year time gap, innovative facial mapping technology was used to enhance the 3D characters' features for emotional readability. The film also features detailed, vibrant environments - from seeing your mother for the very first time to ultimately becoming her doctor - improving visible accessibility along the way.
According to ROOF, the key to this story was creating an emotional journey wherein the audience could live it alongside the boy and momentarily forget that there is even a camera involved.
We used the camera as an extension of his sight, moving it with the natural dynamics of human vision, said Terni. His eye blinks' served as a natural transition between scenes, while the focus shifts and head movements mimic the precise way humans look around. All in all, this visual concept deepened the feeling of connection we aimed to establish in the story and, ultimately, illuminated how the mother nurtured her son's imagination and aspirations - from a firsthand perspective.
Pulling focus on the mother's own journey, ROOF leveraged groundbreaking facial motion capture technology to achieve the emotional depth required for the story. To ensure the mother's expressions felt genuine and humanly relatable, they cast an actor for the mocap sessions and brought them to life in their 3D model with striking detail.
Emotion drives this story, and our facial capture technique helped amplify the mother's complex sentimental journey spanning love, pride, and nostalgia, with impact and unprecedented realism, explained Costa. This story is intended for adults, so it was critical to humanize the CGI character development by showcasing their imperfections through close-up shots and textures that tacitly evolve over time.
Covering the lifespan of a character was really challenging during the concept phase, added Camargo. We didn't have much time to develop these studies, so we needed to nail an entry point that established a baseline for the quintessential, huggable, and warm mom figure. We then imagined the character in the various required situations and designed her assertively to fit those narrative moments with appropriate wardrobe and hair solutions. Our goal was to narrow the path of concepts while still generating a rich and diverse range.
Breathing feelings and life into the film through the character animations of the mother, ROOF masterfully depicted her aging process, emphasizing her natural features, such as her skin and hair, with nuance.
ROOF extended this concept to the CGI details exhibited in the mother's wardrobe. They conducted historical research on styles through the years, imagining what her character might wear from one decade to the next. From the frayed edges of her denim overalls to the lint on her knit sweater to the various eyeglasses she dons as time passes, the details are painstakingly textural, period-specific, and bursting with earthy colors.
Every project comes with its own challenges, whether related to technique, costs, or sch
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
13/04/2026
ToolsOnAir Composition Builder 2026 Boilerplate
More Details: The Composition Builder 2026 application for macOS enables TV stations and Live Event broadcast...
13/04/2026
ToolsOnAr just:live pro 2026 Boilerplate
More Details: just:live pro 2026 is a Multi-Channel Live Production Playout solution for video and static or real-ti...
13/04/2026
ToolsOnAr just:play pro 2026 Boilerplate
More Details: just:play pro 2026 is a Multi-Channel automated 24/7 Master Control playout solution with SD, HD and U...
13/04/2026
ToolsOnAr live:cut 2026 Boilerplate
More Details: live:cut is an option to just:in mac pro 2025 and enables multicamera production workflows for up to 16 cam...
13/04/2026
ToolsOnAir Just In Mac Lite NDI 2026 Boilerplate
More Details: The Just In Mac Lite NDI application is a streamlined media capture solution designed specific...
13/04/2026
ToolsOnAir Just In Mac Lite 2026 Boilerplate
More Details: The Just In Mac Lite application is a streamlined media capture solution designed specifically for...
13/04/2026
ToolsOnAir just:in mac pro 2026 Boilerplate
More Details: just:in mac pro is a macOS-based client-server multichannel capture solution to record SDI, HDMI, N...
13/04/2026
Telos Alliance has announced that J nger Audio has joined the EBU ADM Implementers Group (ADM-IG) as a founding member. The group is focused on advancing ADM an...
13/04/2026
Grass Valley will demonstrate its Alliance Partner ecosystem at NAB Show 2026 (Booth C2408, Central Hall, April 19-22), showing AMPP integrations across live pr...
13/04/2026
Media Links will exhibit at NAB Show 2026 (Booth W2033), demonstrating IP transport solutions for live production including hitless protection technology, Xscen...
13/04/2026
NBC Sports has announced a programming, distribution, and sales partnership with...
13/04/2026
FloSports has promoted Chief Operating Officer Jayar Donlan to President, effective immediately. In his new role, Donlan will lead the company's commercial,...
13/04/2026
PanCam Pictures, the documentary production company founded by Paul Camarata, us...
13/04/2026
Mimir will exhibit at NAB Show 2026 (North Hall, Booth N2850), demonstrating its cloud-native media production platform with new capabilities including Mimir Cu...
13/04/2026
BBright has announced that its IP Gateway now supports the Reliable Internet Stream Transport (RIST) protocol. The addition will be introduced at NAB Show 2026 ...
13/04/2026
Net Insight has been awarded a development project through the European Space Agency's Navigation Innovation and Support Program (NAVISP), with co-funding f...
13/04/2026
intoPIX will exhibit at NAB Show 2026, marking the company's 20th anniversary. The company will demonstrate its JPEG XS compression portfolio and IPMX-appro...
13/04/2026
Starting from scratch, the team built an in-house content platform comprising ga...
13/04/2026
Here's a look at some of the new products and updates, along with audio-centric conferences, that attendees will find next week at the show
When the 2026 N...
13/04/2026
Avid will launch new integrated newsroom capabilities for Avid for News at NAB Show 2026 (Booth N2226, April 18-22), demonstrating how Avid Content Core connect...
13/04/2026
Synamedia has announced a new version of Quortex PowerVu, an IP-native, software...
13/04/2026
Mediaproxy has developed a suite of AI-powered tools for brand and advertisement tracking, integrated into its LogServer compliance logging and analysis platfor...
13/04/2026
Disguise will demonstrate its media servers and software at NAB Show 2026, appearing across five partner booths in Central Hall: MRMC, B&H, Planar, CarbonBlack,...
13/04/2026
OpenDrives is introducing OpenDrives Edge at NAB Show 2026, a hybrid cloud-edge performance accelerator for distributed video and rich media workflows. The prod...
13/04/2026
The show will deploy 18 cameras across two sets and the draft floor, including a...
13/04/2026
Intuitive EQ plug-in gets an upgrade
Following its official launch back in February 2026, Musik Hack's intuitive EQ plug-in has been treated to its firs...
13/04/2026
Flagship soft synth collection expanded
The latest version of UVI's flagship vintage-inspired soft synth collection has just arrived, expanding the suit...
13/04/2026
Free version of innovative string library arrives
Released in October 2025, Lux Orchestral Strings was said to be Sonuscore's most ambitious library to ...
13/04/2026
The Girls' Research Camp is part of the Technology - Future in Bavaria edu...
13/04/2026
Rohde & Schwarz transforms submarine communications for real time underwater dom...
13/04/2026
Rohde & Schwarz enables Pulsar signal simulation to support next-generation navi...
13/04/2026
L3Harris is accelerating the development of infrared payloads for Space Development Agency's Tranche 2 Tracking Layer, to help meet urgent national defense ...
13/04/2026
By leveraging cutting-edge unfilmed Gen III image intensifier technology, NOVA delivers unmatched clarity, range, and reliability in low-light environments - en...
13/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/04/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
13/04/2026
Explore new Disguise plugins, including Sony's VP integration; Listen to panels across partner booths at Sony and B&H
Disguise, the company powering everyt...
13/04/2026
TAG Video Systems, the leading IP-native Realtime Media Platform, has announced its participation in the Media Exchange Layer (MXL) interop initiative. TAG has ...
13/04/2026
Today, Chaos launched V-Ray for Blender Community Edition at BCON Austin 2026, making its production-proven 3D renderer free for all Blender users. The same Aca...
13/04/2026
Additions strengthen LTN's leadership as broadcasters scale satellite-to-IP transition
LTN today announced the appointments of Mark Romano as Vice Presiden...
13/04/2026
LEEDS, UK, APRIL 13, 2026 NUGEN Audio releases Halo Vision v1.2, a significant update to its real time, customizable audio analysis suite for 3D, surround and...
13/04/2026
Atomos today announced the acquisition of Flanders Scientific (FSI), one of the most respected names in professional reference monitoring. This strategic move r...
13/04/2026
How Mei Semones Built Her Sound from J-Pop, Jazz, and Bilingual Songwriting The indie-pop artist combines agile guitar lines, rhythmic shifts, and lyrics that...
13/04/2026
Cue the Change: Jonathon Heyward Is Making Classical Music More Relatable Nicknamed the Converse Conductor, the Boston Conservatory alum holds top conductin...
13/04/2026
Heat Wave: Inside Miamis Sizzling, Boundary-Blurring Latin Music Scene In a city shaped by migration and exchange, Berklee alumni are helping drive a Latin mu...