Parkinson’s is a devastating, constant battle for control.

While modern medicine have yet found a cure, it helps by masking symptoms.
But then, there’s OFF - when medication “wears off” and the tremors return.
It’s unpredictable, brutal and cruel. Hitting without a warning.

But the fighters, they aren’t gonna let this take them away from doing what they love.
We’re talking about real people with PD who refuse to stop, even against a disease that stops at nothing.

INBRIJA is an on-demand levodopa rescue inhaler.
It is small enough that it easily fits into a pocket, and gets into one’s system fast enough to work within 10 minutes.
It gives just enough for patients to take back control and keep going.

Despite this, INBRIJA is seen by doctors only as a “drug of last resort” prescribed only to patients are close to the end of their Parkinson’s journey. What doctors might have failed to realise is the emotional toll and cost of OFF episodes. The campaign aims to be the ammunition patients need to share their experiences with their doctor, and fight for the right treatment they deserve.

We crafted key visuals and storyboards for focus testing.
Honing in on representing the inner voices of people with Parkinson’s.

The film launched on approximately 50 streaming services and resonated with the fighters as it been viewed over 2.5 million times in just the first 6 weeks. The work ultimately led to a 45% increase in prescriptions since the previous year.