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Animated Short Introducing Endearing Broken Bunny Signals Hope for Rare Lung Disease Sufferers

This charming visual metaphor from ROOF Studio and AREA 23 was crafted to create a sense of urgency for doctors and specialists to recognise and diagnose NTM

Animated Short Introducing Endearing Broken Bunny Signals Hope for Rare Lung Disease Sufferers

Animation studio ROOF Studio recently partnered with ad agency AREA 23 on a CG film called 'Unbreakable' for biopharmaceutical company Insmed. The two and a half minute piece aims to bring awareness about Nontuberculous Mycobacterial (NTM) lung disease, a condition which can be difficult to identify due to its similar symptoms with other lung conditions. The film was crafted to create a sense of urgency for doctors and specialists to recognise and diagnose NTM.

'Unbreakable' is a visual metaphor of the NTM experience. Based on actual NTM patient experiences, the film opens on Barbara the Bunny, a plush toy fabricated in a magical factory. When she comes alive, she realises something is not quite right as she begins to cough, splitting a piece of her fabric in the process. Barbara is expelled from the factory by 'Quality Control' and from there, we follow in her journey across the city desperately seeking a specialist for her situation. To her relief, a sweet toy repair shop owner knows just exactly what to do.

“We took a folkloric Pinnochio-like approach to tell not only the story behind the physical symptoms of NTM, but also the social ostracization from the chronic cough that patients endure with the condition,” explained Guto Terni, ROOF Studio co-founder / creative director. “This approach allowed us to use rich, poetic visuals with a character-driven story around Barbara the Bunny to engage the viewer with the deep concerns of NTM sufferers and their experience. At the same time, it lent us room to be playful and humorous to bring a hopeful tone to the conversation around NTM.”

For ROOF, which has built a reputation for its colourful and richly-detailed animation work, 'Unbreakable' was the perfect opportunity to create a film with the same level of craft seen in stop motion puppet-fabrication films. 

“We wanted to design places that would feel rich and inviting - places that you may even wish to visit,” said Vinicius Costa, ROOF Studio co-founder / creative director. “We pursued an extremely high level of detail in every asset to create an experience that would encourage people to keep following this story along through the behind-the-scenes materials in social media. It is common to focus on a video and extract parts for its ‘making of’ but we put equal effort into engaging people with the film and with every asset outside of it. We wanted to bring a much broader approach and this film was perfect for that.”

ROOF put an enormous amount of detail in bringing Barbara, the 24-inch-tall bunny, to life - including everything she comes in contact with in her world - with a sense of realism. Guto says the agency wanted her to express an element of sadness as an NTM patient but also cuteness to help create empathy. In the end, the ROOF team landed on a design that captured a charismatic and intelligent bunny protagonist. 

ROOF developed the entire pre-visualisation of the film in 3D. In addition to providing the client with an early look at the visual style and direction of the film, this pre-production step enabled the team to calculate critical details, such as camera movements, composition, and the volume of texturing the job required. 

“Animation is a powerful technique for tackling often-abstract or complicated subjects, and credit goes to the AREA 23 team for being open to exploring its full potential in ‘Unbreakable,’” concluded Guto. “Together, we created a dream project, which will hopefully resonate with health care providers and people in general and help those suffering from NTM in particular.”

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Client: Insmed


Ad Agency: AREA 23

EVP, Chief Creative Officer: Tim Hawkey

SVP, Group Creative Director: Chris Bernesby & Joe Capanear

VP, Creative Director: Paul Harrington

VP, Associate Creative Director: Jennifer Harrison

Associate Creative Director: Kristen Bell & Corinne Feight

Senior Copywriter: Sasha Mishkin

VP, Group Executive Producer: Chinkara Singh

VP, Associate Creative Director: Ronnie Caltabiano

VP, Management Director: Martha Simpson

VP, Account Director: Jack O’Shaughnessy

Senior Integrated Producer: Kevin Mullucks

Senior Broadcast Business Manager: Helen Hathiramani


Production Company: ROOF Studio

Director: ROOF Studio

Creative Directors: Guto Terni, Vinicius Costa, Lucas Camargo

Executive Producer: Marcus Lansdell

Head of Production: Vanderlei Santana

3D Lead: Heber Conde

Story Lead: Guto Terni

Storyboard: Estevao Chromiec

Animation Lead: Bruno Celegao Monteiro

Animation: Alex Ferreira, Andrea Delfino, Bruna Berford, Bruno Santos, Christian Weckl, Daniel Oliveira, Emerson Manfrin, Francisco Catão, Hannry Pschera, Jesiel Almeida, Jonathan Edward, Jorge Zagatto, Leonardo Felix, Leonidas Maciel, Marcio Nicolosi, Matheus Caetano, Rodrigo Dutra

Modeling: Steferson Rocha, Carolina Avelino, Lincoln Horita, Gean Carlos, Geison Araujo, Roberto Fernandes

Rigging: Danilo Pinheiro

Look Development Lead: Gustavo Rangel

Look Development: Mateus Kurzhals, Josemar Queiroz, Rafael Chies, Camilo Franco, Lucas Camargo, Guto Terni, Vinicius Costa, Renato Braz

3D Layout: Heber Conde, Guto Terni

3D Lighting: Guto Terni, Gustavo Rangel, Rafael Chies, Lucas Camargo

Prop Design: Vinicius Costa

Environment Design: Vinicius Costa, Guto Terni

Character Design: Lucas Camargo

Character Explorations: Lucas Camargo, Victor El Guy

Compositing: Guto Terni

Simulation: Heber Conde, Lucas Camargo, Alejandro Echeverry

Pipeline: Rosenio Pinto

Grooming: Hasan Tawfiq, Rouhollah Toghyani, Lucas Camargo

Category: Awareness , Corporate, Social and PSAs

Genre: Animation