With An Eye On Comedy, Digital Pulp and Sweet Sadie Create New “Biotruth Moments” for Bausch + Lomb


By thelaegotist / / Following last year’s successful Biotrue® contact lens solution campaign, Bausch + Lomb reunited with long-time digital agency partner Digital Pulp and creative partner Sweet Sadie to craft and produce a new series of “Biotruth Moments” — comically awkward moments that can occur when contact lenses tire before you do. This year’s campaign focuses on the omnipresence of screens in our daily lives, from potential dating app mismatches, to harmless-but-disruptive screen obsession mishaps, to a fantasy football misfiring. The campaign once again brought together an award-winning team of creatives, from concept through post, to deliver broadcast quality videos for digital channels; it included Sweet Sadie writer Jay Sandusky, and director Stephen Pearson, among others. The videos appear in pre-roll, on Hulu and social channels including YouTube, Facebook and Instagram.

Biotrue Dating App – 30_PRESS from SweetSadieINC on Vimeo.

Biotrue Phone Obsessed – 30_PRESS from SweetSadieINC on Vimeo.

An important facet to achieving authenticity in the spots was diversity; another was casting actors experienced in improv who could effortlessly weave in real world elements to the situations. The scripts were written to provide latitude in terms of developing small moments of relatable comedy. Originally concepted with one person in each situation, additional roles were added for improvisational punch, and brought to life by noted comedy director, Stephen Pearson. In addition to Digital Pulp and Sweet Sadie, several other partner agencies have collaborated on the Biotrue consumer campaign throughout the years, including Maxus, IC Group, Helen & Gertrude and Brand Networks, who continue to support the brand today. CREDITS Client: Bausch + Lomb Biotrue® MPS (Multi-Purpose Solution) Vice President, Marketing: Chris Marschall Senior Brand Manager, Lens Care: Jenn Troast Agency: Digital Pulp Partner/Chief Creative Officer: Gene Lewis Associate Creative Director: Katherine Vidal Account Director: Amanda McCormick Management Supervisor: Marissa Cinelli Account Executive: Rachel Rottenberg Creative Partner/Production: Sweet Sadie CD/ EP: Rachel Lederman EP: Xavier Melendez CD/Writer: Jay Sandusky Director: Stephen Pearson DP: Noah David Smith AD: TJ Sansone Producer: Will Tatum Production Designer: Ryan Cooper Art Director: Mike Blain Wardrobe: Heather Howard Editor: Yvette Choy VFX: Eddie Wiseman Sound Design: Pomann Sound, Bob Pomann and Rich Cerbini Colorist: Matthew Rosenblum