Grey Health: Genentech’s A Beautiful Sight

Globally millions of people live with wet age-related macular degeneration (AMD), the leading cause of blindness among the elderly.

To bring awareness to this issue Grey Health developed A Beautiful Sight, a highly crafted, animated short film to promote the use of Vabysmo where treatment is needed – 95% of retina specialists have said they would use it to care for a loved one’s vision.

The film, shot from a child’s perspective, follows his mother as she shapes his vision for life, and ultimately how he shapes her vision when it’s at risk.

The script is a touching tribute to motherhood, while the animation elevates the beauty of our sight through relatable vibrant colours, diverse textures, highly detailed environments, and era-appropriate wardrobes. First-person perspective and unique camera movements were used to mimic human eyesight, and facial mapping technology was used to bring lifelike expressions and movements. The music for the film was created by Hollywood composer Joel P. West, and brought warmth and a childlike sense of imagination. Over 100 sound effects were used to add depth to each scene.

The result is an attention-grabbing and emotive short film that goes beyond the data to touch the hearts and minds of the vision loss community.