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.
