Sony Pixel Power calrec Sony

ROOF Studio Animates A Beautiful Sight for Vabysmo

19/06/2024

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
LINK: https://creativecow.net/roof-studio-animates-a-beautiful-sight-for-vab...
See more stories from creativecow

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 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 Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

15/04/2026

Panasonic, NEP Partner on IP-Based Live Production

Share Copy link Facebook X Linkedin Bluesky Email...

15/04/2026

Encompass Digital Media Powers Global Cloud Transformatio...

Interra Systems, a provider of end-to-end quality assurance solutions for the digital media industry, is proud to announce its central role in the digital trans...

15/04/2026

Viaccess-Orca Powers MasOranges Multi-Brand TV Expansion...

VO Integrates Client-Side and Server-Side Ad Technologies with its Secure Video Player and Segmentation Tools, Leveraging Broadpeak's SSAI and BPK SmartLib ...

15/04/2026

TMT Insights Unveils AI at NAB 2026

TMT Insights, a leader in professional services and software development for the media and entertainment (M&E) industry, today announced the launch of TMT AI at...

15/04/2026

Encompass Digital Media and Oracle Cloud Infrastructure E...

Encompass Digital Media, a global leader in managed broadcast and cloud-based media services, today announced an expanded partnership with Oracle Cloud Infrastr...

15/04/2026

Middleman Software Debuts PhaseLock Technology and Expand...

Middleman Software, a leading provider of signaling and synchronization solutions for broadcast and streaming workflows, today announced it will unveil PhaseLoc...

15/04/2026

Deity Announces PR-4 Compact Field Recorder

Deity Microphones today announced the PR-4, a compact six-track field recorder featuring four inputs, 32-bit float recording, advanced routing, and a workflow-f...

15/04/2026

Blackmagic Design Announces Fairlight Live

Blackmagic Design Announces Fairlight Live Brie Clayton April 15, 2026 0 Comments Powerful software-based live audio mixer with support for SMPTE-2110...

15/04/2026

Haivision Launches Falkon X4 5G Transmitters

Share Copy link Facebook X Linkedin Bluesky Email...

15/04/2026

JB&A Spotlights Exhibitors Ahead of Pre-NAB 2026 Technology Event

Share Copy link Facebook X Linkedin Bluesky Email...

15/04/2026

Wave Central, EVS Announce SMPTE ST 2110 Interop Collaboration

Share Copy link Facebook X Linkedin Bluesky Email...

15/04/2026

Top Reason for Subscribing to Pay TV Is Live News and TV, Survey Finds

Share Copy link Facebook X Linkedin Bluesky Email...

15/04/2026

NAB Leadership Foundation Honors Outstanding Broadcasters

Share Copy link Facebook X Linkedin Bluesky Email...

15/04/2026

Wisycom Expands MPR60 With New Multichannel IFB Mode

Share Copy link Facebook X Linkedin Bluesky Email...

15/04/2026

Thomas Riedel Acquires Premium Manufacturer ARRI

Strategic Alignment With the Riedel Group for Innovation and Growth Thomas Riedel, founder and owner of Riedel Communications and the Riedel Group, has acqui...

15/04/2026

Iyuno Deploys SDVI Rally Platform to Accelerate and Scale...

SDVI, the leading platform provider for cloud-native media supply chains, today announced that the company's Rally platform has been deployed by Iyuno Media...

15/04/2026

Frequency Leads the Industry in Live Local News on FAST

Frequency, the engine behind many of the worlds leading streaming television channels, has become the platform of choice for leading U.S. broadcasters bringing ...

15/04/2026

Harmonic Introduces Breakthrough AI Orchestration Service...

New Service Simplifies Integration of AI Applications with Exceptional Reliability and Security SAN JOSE, Calif. April 14, 2026 Harmonic (NASDAQ: HLIT) t...

15/04/2026

VIDI and Media Links Bring Scalable IP Transport to Germa...

During the 2025 off-season, VIDI completed a major upgrade of the broadcast infrastructure across all 36 stadiums in Germany's 1st and 2nd Bundesliga. The p...

15/04/2026

Clear-Com Introduces Transformational Arcadia and Eclipse...

Clear-Com announced significant updates to its award-winning Arcadia Central Station as well as enhancements to the Eclipse HX Digital Matrix System now runn...

15/04/2026

Shotoku Introduces the World to Aura P2 PTZ Prompter Panner at NAB SHOW 2026

Shotoku Introduces the World to Aura P2 PTZ Prompter Panner at NAB SHOW 2026 Brie Clayton April 15, 2026 0 Comments New system removes PTZ pan restric...

15/04/2026

LiveU Announces Expanded Collaboration with Sony at NAB Show, Adding Direct File Workflow Integration

LiveU Announces Expanded Collaboration with Sony at NAB Show, Adding Direct File...

15/04/2026

This 24-Hour Performance Art Piece Needs Your Participation

This 24-Hour Performance Art Piece Needs Your Participation Keefer Glenshaws latest project is about collaborating with the Berklee community and beyond. Apr...

15/04/2026

RT announces new crime drama The Yank starring Kate Mulgrew and Colm Meaney

Two Cities Television and Keeper Pictures to produce six-part series in association with Screen Ireland for RT and ITV Studios RT has commissioned Two Citie...

15/04/2026

RT unveils The Signal' a specially commissioned 60-second film to celebrate RT100

RT 100 RT unveils The Signal' a specially commissioned 60-second film ...

15/04/2026

New Adobe Premiere Color Grading Mode Accelerated on NVIDIA GPUs

The NAB Show 2026 trade show, running April 18-22 in Las Vegas, is set to showcase a wave of new features and optimizations for top video editing applications. ...

14/04/2026

ToolsOnAir and Omnistream Bring Mobile SRT Contribution into Professional 24/7 Playout and Live News Workflows

ToolsOnAir and Omnistream Bring Mobile SRT Contribution into Professional 24/7 P...

14/04/2026

NAB 2026: Haivision Launches Falkon X4 5G Mobile Video Transmitter

Haivision has announced the Falkon X4, a 5G mobile video transmitter for live broadcast and remote production. The device will be showcased at NAB Show 2026. ...

14/04/2026

SVG New Sponsor Spotlight: Stripe TVs Matthew Pavey on Making Live-Production Tech More Portable, Intuitive, and Accessible

Founded by veterans of the production-truck world, Stripe TV was born out of a d...

14/04/2026

Studio Berlin Adds LDX 135 and LDX 180 Camera Systems from Grass Valley

Grass Valley has expanded its partnership with Studio Berlin, supplying 12 LDX 135 UHD/HDR camera systems and 12 LDX 180 Super 35mm cinematic cameras, including...

14/04/2026

LTN Appoints Mark Romano and Edward Cox to Vice President Roles

LTN has announced two senior appointments ahead of NAB Show 2026: Mark Romano as Vice President, Multichannel Platforms, and Edward Cox as Vice President, Sales...

14/04/2026

Agor and Sennheiser to Deploy Largest Spectera System to Date at Eurovision Song Contest 2026

Sennheiser and Italian rental company Agor have begun preparations for their Eu...

14/04/2026

DAZN and ADI Predictstreet Announce Prediction Market Partnership Ahead of FIFA World Cup 2026

DAZN and ADI Predictstreet have announced a partnership to integrate ADI Predict...

14/04/2026

Deltatre Completes Digital Platform for Serie A as Part of Four-Season Partnership

Deltatre has announced the completion of a direct-to-fan website and app for Leg...

14/04/2026

NAB 2026: Daktronics to Exhibit with Grass Valley

Daktronics, will exhibit at NAB Show 2026 in partnership with Grass Valley at Booth C2408, Las Vegas Convention Center, April 19-22. Daktronics will showcase a...

14/04/2026

NAB 2026: Backblaze to Host Partner Showcases

Backblaze will host a series of partner presentations at NAB Show 2026 (Booth N1259, North Hall), open to all exhibition hall badge holders. Showcase partners i...

14/04/2026

NAB 2026: BRAHMA AI to Exhibit Enterprise AI Content Platform

BRAHMA AI will exhibit at NAB Show 2026 (Booth W2415, West Hall), demonstrating its Enterprise AI Content Platform for media, entertainment, sports, and technol...

14/04/2026

Bridge Technologies VB440 Integrated into NEP Platform

Bridge Technologies has announced that its VB440 production probe has been integrated into NEP Platform, NEP Group's software orchestration system. The inte...

14/04/2026

NAB 2026: Clear-Com to Demonstrate Expanded Intercom Ecosystem

Clear-Com will introduce new products and demonstrate its communications ecosystem for broadcast and live production at NAB Show 2026 (Booth C5807, April 19-22)...

14/04/2026

NAB 2026: EZDRM to Introduce Revenue Security Prism Framework

EZDRM will use NAB Show 2026 (Booth W2260) to introduce the Revenue Security Prism, a framework for combining multiple security technologies to protect streamin...

14/04/2026

NAB 2026: Telos Alliance Product Preview

Telos Alliance will introduce the following products at NAB Show 2026: TV and Media Telos Infinity MK2 Panels: A new generation of hardware control panels for...

14/04/2026

NAB 2026: Panasonic to Showcase IP and IT Production Solutions

Panasonic Video and Audio Systems North America will exhibit at NAB Show 2026 (Booth C3509), demonstrating IP- and IT-based production solutions for sports, bro...

14/04/2026

Behind the Mic: WNBA Adds Sue Bird, Sophie Cunningham to Networks Commentary Teams; John Buccigross Signed to ESPN Extension

Behind The Mic provides a roundup of recent news regarding on-air talent, includ...

14/04/2026

NAB 2026: Blackmagic Design Announces Multiple New Products

Blackmagic Design will exhibit at NAB Show 2026 (Booth N2502). CEO Grant Petty s product announcement livestream is available at youtube.com. The company announ...