Film Production & Special Effects

Client: Pfizer

Category: Video Production and Motion Graphics

Client: Pfizer

Partner agency: TMWA/Paling Waters

The Brief

Pfizer’s top-selling blockbuster cholesterol-lowering medicine, Lipitor, was about to lose its exclusive patent, leading to predicted significant reduction in sales in certain regions. An immediate need was identified for a new kind of sales message to communicate clinical and cost messages across multiple regions.

Rather than rely on traditional sales message channels, Plastic were commissioned to make a promotional film which would aid Pfizer in reinforcing the strong brand messages associated with Lipitor over their existing patent period. The film was designed to educate general practitioners on the continued benefits of Lipitor against other new-to-market alternatives.

The video would form the basis of a new digital initiative launched initially in the UK and subsequently rolled-out to seven other regions within EMEA.

Our Solution

Rather than rely on the traditional solution of detail aids (information leaflets) Plastic set out to deliver “the most engaging sales tool ever” within the pharmaceutical industry by deploying a film in eight different languages that was available online, offline and on all mobile device platforms across EMEA.

Filming was carried out at Plastic’s own in-house green-screen film studio at our HQ in Richmond. A short “the making of Lipitor” video, which details the creative and production process behind the project, was produced for the client’s internal best-practice purposes.


  • Eight films produced concurrently within budget thanks to efficient production processes
  • The client commissioning the piece was awarded “European Digital Innovator of the Year” at the Pharma Times Marketeer of the Year Awards, in part thanks to the success of this film campaign
  • Regional president of Pfizer described the films as “The best piece of direct marketing ever made for Lipitor”.