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Genentech: Question Reality


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A new campaign titled Question Reality has launched from Genentech and Goodby Silverstein & Partners, examining health inequities through the questions asked by a Black woman through her journey with the healthcare system. With 224,080 new cancer cases and 73,680 cancer deaths expected to occur among Black people in 2022, the ad underscores the urgent need to act now to address healthcare inequities and drive systemic change. The Ask Bigger Questions campaign is Genentech’s larger effort to advance health equity by asking bold questions to address the greatest challenges in healthcare. The new spot depicts the story of a Black woman throughout her journey with the healthcare system, first as a patient and later as an empowered Genentech scientist and leader. As a young girl, she questions why a doctor didn’t believe her, and as an industry-leader, she stresses the importance of asking bigger questions and addressing the root causes of systemic inequities in healthcare. To authentically represent the woman’s experience, Genentech ensured the production team was led by diverse voices in every aspect of pre- through post-production. The film was directed by Courtney Sofiah Yates, a Brooklyn-based and award-winning Black filmmaker and photographer.
Credits Other credits

Chief Marketing Officer: Sophia Ahmad

Brand Manager: Todd Arata

Agency

Design Director: Ryan Self

Designer: Pedro Zuccolini

Account Director: Chad Bettor

Account Director: Sam Carolan

Account Manager: Anders Eddy

Account Manager: Sophie Richards

Strategy Director: Kelly Evans-Pfeiffer

Strategist: Lyniece Hill

Strategy Director: Maren Severtson

Production

Director of Production: Jim Haight

Motion Designer: Chad Ford

Editorial

Company name: HutchCo

Editor: Jim Hutchins

Executive Producer: Jane Hutchins

Post Production / VFX

Company name: CO3

Colourist: Dave Hussey

Colour Producer: Mario Castro

Company name: Royal Muster

Colourist: Dave Ludlam

Colour Producer: Thatcher Peterson

Company name: House of Parliament

Executive Producer: Lexi Stern

VFX Artist: Michael Novo

Shoot Supervisor: Keith Sullivan

Shoot Supervisor: Philip Ineno

Creative Director: Keith Sullivan

Music / Sound

Company name: Lime Studios

Sound Designer: Joel Waters

Creative Director: Joel Waters

Head of Production: Susie Boyajan

Producer: Cassie Underwood

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