WHAT IF THERE WAS
ANOTHER PATH?
Client - Ferring Pharmaceuticals
Deliverables: awareness film (two edits), narrative development, casting, production, campaign design
We need to find a new way forward for NMIBC patients facing complete removal of the bladder.
STORO partnered with creative agency Syneos (now Sinios) and Ferring Pharmaceuticals to produce "Another Path", an unbranded awareness film about non-muscle invasive bladder cancer. Inspired by real patient stories, the film dramatised the thoughts and feelings of patients facing complete removal of the bladder. Shot across London and the Sussex coast, it opened a major internal training day for specialist doctors, went viral internally, and is still used across conferences and channels today.
THE CHALLENGE
Non-muscle invasive bladder cancer primarily affects men in their 70s and 80s. When surgery and BCG immunotherapy fail, full removal of the bladder becomes the standard recommendation. It is a life-altering procedure. Ferring needed a film that could rebuild empathy among specialist clinicians at the start of a day filled with clinical data. Not a product film. Something that put the patient back at the centre of the conversation, within strict pharma compliance.
APPROACH
STORO shaped the narrative, creative treatment, casting, and visual direction alongside the agency team. The film followed a single character through his flat, handheld, intimate, like a silent observer. A documentary-style voiceover and stylised flashback sequences contrasted a fuller past against an uncertain present. Exterior sequences at Seven Sisters on the Sussex coast offered a counterpoint of horizon and possibility. The film closed with a direct call to the audience, reinforcing Ferring's commitment to finding a new way forward for NMIBC patients.
IMPACT
Used to open a major internal training day for specialist clinicians
Adopted for medical conference booths and external events
Two edits produced for different formats and audiences
Client feedback highlighted quality and emotional impact as significantly above expectations
Delivered within pharma compliance and a tight production window
