Wet AMDDon't Lose Focus

Don't Lose Focus was an awareness film for wet age-related macular degeneration, featuring Twiggy and developed for Bayer and the Macular Society campaign.

Set during a photography shoot, the film used a fourth-wall-breaking creative approach and a visual obstruction to communicate the impact that wet AMD can have on central vision.

The result was a simple but distinctive way of making a difficult-to-explain condition more immediate for viewers.

I produced the film, overseeing the shoot and managing the production through to final delivery.

During post-production, I felt the story needed more breathing room than the original 30-second brief allowed. I worked with the editor to develop both 30-second and 40-second versions, presenting them to the client with a clear creative rationale.

The client ultimately approved the longer cut, allowing the story to unfold more naturally and giving the film greater impact.