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HUMAN partnered with Bristol Myers Squibb to create LIVING, a groundbreaking documentary and photography campaign that redefined patient storytelling through authenticity and emotional resonance.
Redefining Patient Narratives Through Cinematic Storytelling Bristol Myers Squibb partnered with HUMAN to radically reimagine how patient stories are told—moving beyond conventional healthcare narratives to create a powerful, emotionally charged documentary that puts lived experience at the center. Tasked with elevating authentic patient voices, HUMAN developed and produced LIVING, a cinematic exploration of resilience, hope, and shared humanity in the face of life-altering health challenges. The documentary featured diverse patients sharing their personal journeys, transcending typical corporate messaging to forge genuine emotional connections with audiences. Premiering internally to over 30,000 global employees, LIVING became a cornerstone of BMS’s patient-centric culture and went on to debut publicly at SXSW, earning widespread recognition. In parallel, HUMAN led a bold reimagining of pharmaceutical photography. Rejecting staged and sanitized visuals, we captured raw, unfiltered moments that confronted the realities of being a patient—images that defy industry clichés and push the boundaries of authenticity and artistic expression. The campaign achieved remarkable results, with the film and photography driving significant engagement on BMS.com, attracting over 6,000 unique visitors and amplifying brand recognition. Today, LIVING continues to reach global audiences, building bridges of empathy and reinforcing BMS’s leadership in patient-centered innovation.
LIVING was created to break through the conventions of pharmaceutical communications. In an industry dominated by fast-paced product presentations and corporate messaging, our goal was simple yet revolutionary:
Give real people the space to tell their stories of overcoming disease.
This was not a promotional film. It was an authentic, emotionally resonant documentary told with high-level artistry—designed to stand alone as a powerful narrative that transcends age, nationality, and background. Whether viewed internally at Bristol Myers Squibb (BMS) or by global audiences, LIVING aimed to unlock a deeper connection to our shared humanity.
Recognizing the growing need for pharmaceutical companies to communicate directly with consumers, BMS partnered with HUMAN to pioneer a bold, patient-centric storytelling approach.
Instead of focusing on products or corporate narratives, we centered the film entirely on patient experiences—embracing raw authenticity and cinematic beauty rarely seen in this space.
Our team traveled across three continents and four countries, capturing the cultural and emotional nuances of each patient’s environment:
Shot in cinema vérité style with anamorphic lenses and a 2.35 aspect ratio, the film blends documentary realism with a sweeping, cinematic aesthetic—a realismo magico visual poem that explores the surreal nature of being alive and conscious of our struggles. Through match cuts and carefully constructed visual motifs, we united disparate stories into a cohesive and emotionally powerful narrative.
The documentary premiered during BMS’s Global Patient Week, in front of 30,000 employees worldwide. Following its success, we brought LIVING to a broader audience with a special event at South by Southwest (SXSW)—a standing-room-only screening that left many in tears, inspired by the universal stories of hope and resilience.
We extended the campaign with a dedicated landing page on BMS.com, supported by paid and organic promotion. The page featured a documentary teaser, patient stories, and an RSVP call-to-action for the SXSW event.
Today, LIVING is used by patient advocacy groups around the world to spark discussions on hope and resilience—amplifying its message and continuing to make a difference far beyond its original release.
With LIVING, Bristol Myers Squibb and HUMAN set a new standard for authentic storytelling in healthcare—proving that when we lead with humanity, we inspire true connection, build lasting brand affinity, and most importantly, remind the world what it means to keep living.
You can watch the full film above or on BMS.com
