The Brief

Millions of people live with asthma, but many don’t realise their condition isn’t well controlled. GSK wanted to raise awareness of what “uncontrolled asthma” really means — and how it feels — by putting the lived experience of patients at the heart of the conversation.

The Idea

Some of the people we spoke to didn’t want to appear on camera. But their stories were too important to leave untold. So we used animation to give their voices space — unfiltered, authentic and human. We created animated characters inspired by real footage, paired with audio testimonies, to reflect each individual’s reality. The result is a series of films that feel both personal and relatable, designed to reach people who might be silently living the same experience.

The Execution

Utilising GSK’s brand guidelines and animation toolkit, we designed two bespoke characters based on the real-life footage of our patients, and animated them to follow the rhythm of their words. Environments were carefully chosen to reflect the daily lives and demographics of the target audience — maximising emotional connection and audience reach.

The Impact

The films were rolled out across owned channels and patient-facing platforms as part of a broader GSK awareness initiative. They helped challenge assumptions around asthma control, encouraged patients to re-evaluate their symptoms, and drove increased engagement with online assessment tools. Most importantly, they helped people feel seen — and reminded them that if they’re still struggling, they’re not alone.