The Challenge
Novo Nordisk approached us with a bold mission: create an innovative communication format capable of raising awareness about obesity—a complex and often stigmatized health condition. The challenge was to break traditional medical communication models and deliver content that felt human, accessible, and relevant at a national scale. To achieve this, we needed more than a campaign. We needed a broadcast-level platform.
Our Goals
Our objectives were both creative and strategic: • Build a television-like content ecosystem dedicated to health education • Break cultural barriers and present obesity with empathy and scientific rigor • Use live formats to create credibility and immediacy • Feature a top-tier Argentine news anchor to elevate trust • Maximize national reach with multi-platform distribution • Surpass the projected reach goal of 12 million people
The Creative Approach
We built an original live broadcasting concept: a health-focused TV channel streamed across digital platforms. The format blended journalistic depth with conversational warmth. We integrated: • In-studio interviews • Live mobile reports from different cities • Patient stories • Medical experts • Real-time audience interaction This hybrid structure allowed us to approach obesity from multiple angles—science, emotion, prevention, treatment—making the content dynamic and culturally relevant.
Team Behind the Lens
Producing a live digital TV channel required flawless coordination. Our team worked across editorial planning, medical validation, mobile units, lighting design, sound engineering, and multi-camera setups. The participation of one of Argentina’s most recognized news anchors elevated the format, blending journalistic authority with a relatable presence. The result: a production that felt both broadcast-level and deeply human.
Production Highlights
We deployed a full broadcast-style setup: • Multi-camera live studio • Mobile reporting units • Green and controlled sets for health demonstrations • High-fidelity audio systems • Real-time monitoring for social and digital distribution The channel produced content streams adapted to every major platform—Instagram, YouTube, TikTok, Facebook, and medical communities—ensuring maximum accessibility and impact.
The Impact
The project exceeded all expectations: • Over 12 million people reached nationwide • Multi-platform content ecosystem active throughout Argentina • Significant increase in public conversation around obesity • Strong credibility driven by the presence of a renowned national anchor • High engagement across all digital channels The Novo Dorsik Health Channel became a breakthrough in health communication, proving that innovation and storytelling can reshape how medical topics are understood.
More Works
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