CAPLYTA - REAL PROGRESS

Launching a new product in the midst of a global pandemic is quite the difficult process. Even if that product is a breakthrough drug for schizophrenia, that was developed using Noble-Prize winning science.

When we won the business in December 2019, we weren’t planning on developing any creative until January 2021. But, because of 2020, and the insight that sales reps couldn’t even get into doctor’s offices to sell product, Intra-cellular Therapies shifted strategies and wanted something on TV ASAP that could reach doctors, patients, and their caregivers.

But, Caplyta didn’t have a creative brand platform. All they had was a line they had been using from their professional agency that they really liked–Real Progress. So, we tested 6 concepts, and in one of the closest battles in Qual & Quant research history, the one that gave meaning to Real Progress won.

This was originally budgeted to be made completely from stock footage. But, we reached out to some production partners and friends that really wanted to work with us, and ended up shooting this remotely in Vancouver in early June–making it not just Hill Holliday’s first fully-remote commercial production, but one of the first in the industry too. Which I think is super cool.

The obstacles we faced, and the overall quality of the spot, make it something I’m super proud of and also make it one of my favorite projects I’ve worked on. We got some good press about it too.

It performed so well for our clients, they asked us to take a fresh look at all of the footage and see what we could come up with. We ended up producing two more. One that was a refresh of the original, and a second (below) that doubled down on the authenticity of our cast and pushed it further by giving each one of them a voice.