PHRMA // Y&R // NATIVE
I love the idea of researchers as athletes "gearing up" for their work and the moody, gritty-yet-gorgeous Under Armor work immediately comes to mind. These powerful, deeply human images convey a seriousness of purpose without overly-polished pretension. (As a bonus, these films often contain our meta-narrative of try, fail, try harder, succeed.)
But not all our scenes are about action or working hard. Some are about what motivates that work in the first place. The things that inspire us – our family, our community, our mentors. These scenes, like the Family Man at home, deserve a warmer, softer approach.