Novartis

Novartis · Relax Your Tight End

Novartis addresses public awareness with the campaign Relax Your Tight End, a commercial video series featuring professional football players in moments of stillness. Moving away from the high-intensity nature of the sport, the production showcases athletes practicing yoga, floating on rafts, and resting in hammocks. The project employs cinematic framing and warm lighting to cultivate a tranquil atmosphere. With creative direction from Max Cooper and Fallon, the work utilizes live-action techniques to emphasize a pivot toward personal well-being. Production was handled by PRETTYBIRD US, with post-production and VFX provided by Parliament and Rare Medium TV.

Novartis · Relax your tight end.

Novartis addresses health awareness through this commercial campaign titled Relax Your Tight End. The project features professional football players transitioning from the high-pressure environment of the gridiron to moments of deliberate repose, including scenes of floating on rafts and resting in tranquil, wooded settings. The execution relies on warm lighting and deliberate color grading to establish a calm, meditative atmosphere. The production was developed by a collaborative agency team including Fallon, Digitas Health, Discovery, Publicis N2, and Bespoke Sports & Entertainment, with production led by PRETTYBIRD US. Post-production and VFX were managed by WORK USA, Parliament, and Rare Medium TV, with audio soundscapes provided by Harbor. The project utilizes live-action technique to translate a message of wellness and relaxation for the public.

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