PFIZER | Get Old
On a mission to help people live their best life at every age, Pfizer launched Get Old to challenge misperceptions about aging. In the campaign’s second year, we set out to change the conversation around getting older with a series of mini-documentaries featuring people who “broke the mold” at their particular age. I got the chance to fly around the country with a lean but talented film crew meeting some truly amazing individuals: a 94-year-old painter adjusting to blindness, a 22-year-old in search of his past, and a 59-year-old first-time triathlete teaching herself to swim. We ended each film with a simple question for the viewer: How do you want to Get Old?
My role: Creative lead, copywriter, road trip snack committee
“HY”
In March of 2013, Variable was commissioned by Edelman to produce four mini-documentary films along with the print advertisements for Pfizer's cause-driven campaign; "Get Old". The purpose of the campaign is to spread positive awareness on aging by showcasing stories that break the mold of the negative pre-conceived notions surrounding the topic. As a team of ambitious young creatives, we thoroughly grasp these negative connotations so we were thrilled to put our energy into a campaign message that we truly believe in. The first of four films features Hy Snell, an energetic and awe-inspiring gentleman. When asked how he felt about aging, Hy couldn't even comprehend why we were interested in the topic. It was as if "age" didn't even exist in his world. For Hy, "age" has had nothing to do with his joy and contentment in life. His immense passion for creating artwork has kept him moving forward without looking back for over seven decades despite his ongoing battle with failing eyesight. At 94 years-old and a dwindling 5% of his eyesight remaining, Hy continues to find inspiration due to the fact that he is literally seeing things differently every day. This fact spoke volumes to us since it is relatable on so many levels. In summary, Hy truly is a living testament who proves that each road block, as tough as it may seem at the time, can provide tremendous opportunity for growth and prosperity. -- Production Company | Post Production | Creative Collective: Variable Director | Editor: Jonathan Bregel Executive Producer: Tyler Ginter Producer: Alex Friedman Production Supervisor: Paige DeMarco Production Coordinator: Alexandra Van Voorst van Beest Cinematographer | Photographer | Colorist: Khalid Mohtaseb Art Director: Joseph Sciacca 1st AC | DIT : Dan Stewart Sound Mixer: Anthony Viera Assistant Editors: Dan Stewart, Jeff Levine Motion Graphics: Maha Mohtaseb Creative Assistants: Ashley Horton, Michelle Brooks, Dotsie Bregel Client: Pfizer Agency: Edelman Creative Development & Casting: Edelman & Variable Executive Creative Director: Jimmie Stone Executive Producer: TJ Sponzo Copy Supervisor: Kristen Dietrich Original Score: Keith Kenniff Unseen Music, 2013 | www.unseen-music.com Sound Mix & Design: Brooklyn Post Studio www.brooklyn-post.com -- www.WeAreVariable.com twitter.com/WeAreVariable hello@WeAreVariable.com
“ANITA”
OOH
LAUNCH EVENT: “Claim Your Age Day”
We asked people to celebrate their age, and how they planned to “get old” on a live digital billboard in Times Square.
