Gold
Pharma & Medical-Craft
Cinematography
| Entrant: | VML Spain, Madrid |
| Brand: | Friedreich & I |
| Title: | "Friedreich & I" |
| Corporate Name of Client: | Biogen |
| Client Company: | Biogen, Iberia |
| Clients: | Ana Van Koningsloo/Aarón Anover |
| Agency: | VML Spain, Madrid |
| Agency Global Chief Creative Officer: | Debbi Vandeven |
| Agency Deputy Global Chief Creative Officer: | Rafa Pitanguy |
| Agency Global CCO, Innovation & CCO, EMEA: | Bas Korsten |
| Agency Global CCO, H&W: | Mel Routhier |
| Agency CCO, EMEA: | Jaime Mandelbaum |
| Agency Chief Creative Officer: | Rodrigo Vicente |
| Agency Creative Directors: | Eduardo Domínguez/Meritxell Ruiz |
| Agency Copywriters: | Triana Sánchez Montesinos/Ana-Sofía Chávez |
| Agency Art Directors: | Cristina Pascual Vañó/Cristina Calabuig |
| Agency Head of Art: | Leonardo Rincón |
| Agency Editor: | Manuel Ojedo |
| Agency Motion Designers: | Luis Lemes/Nicolás Sierra |
| Agency Account Directors: | Cristina Crespo/Mayte Pou |
| Agency Global Head of Craft: | Natxo Díaz |
| Production Company: | La Boutique 77, Madrid |
| Production Company Director: | Pablo Arreba |
| Production Companies Executive Producer(s): | Antonio Campos García/Paula Mira |
| Production Company DoP: | Marino Pardo |
| Production Company Art Director: | Marina Fernández |
| Production Companies Editor(s): | César Monzón/Gloria Marín |
| Production Companies Production Managers: | María Izquierdo/Raquel Güendián |
| Post-Production Company: | La Boutique 77, Madrid |
| Post-Production Company Post-Production Director: | Juan Eduardo Peso |
| VFX Company: | Pedro Rodríguez Estudio, Madrid |
| Color Company: | Grade Punk, Madrid |
| Sound Design Company: | CANJA Audio Culture, Brazil |
| Sound Design Executive Producer: | Nessa Mafra |
| Sound Design Companies Sound Designer(s): | Diego Zorrilla/Levi Mynssen de Mello |
| Sound Design Companies Audio Engineer(s): | Filipe Lopes/Bruno Vieira Brixel |
| Music Production Company: | CANJA Audio Culture, Brazil |
| Music Production Executive Producer: | Nessa Mafra |
| Music Production Composer: | Bruno Vieira Brixel |
| Music Production Companies Music Direction: | Eduardo Karas/Filipe Resende |
| Music Production Companies Project Management: | Ana Flor Bohrer/Flavia Medeiros/Mariana Aldrigue/Tai Shimizu/Fabi Lugli |
| Casting Company: | La Boutique77, Madrid |
| Hair & Make-Up: | María Elena Soriano |
Cultural Context:
By the time families recognize the signs, the disease is already advanced.
With ‘Friedreich and I’, we want to raise awareness of Friedreich's Ataxia through storytelling, in a way that resonates with HCP’s, parents, caregivers, and the society at large, making them wonder if a child's frequent missteps might be more than just a game.
The film’s rewind scene is crucial: at first, Maria seems to have a playful relationship with Friedreich, her imaginary monster. But as time rewinds, we see the truth - Maria was alone and struggling all along. This powerful revelation mirrors the silent progression of FA, making the audience rethink what they’ve seen.
The film not only sheds light on an under-recognized condition but also highlights the urgency of early diagnosis involving HCP’s. By turning an invisible threat into a tangible story, we hope to ensure that fewer families face this journey without answers and without hope.
In addition, it generated an earned media value of €312,000, further underscoring the effectiveness of the initiative in raising awareness and driving meaningful conversations around Friedreich’s Ataxia.