NMC Healthcare · Health & Wellness · TVC Production
NMC Glaucoma Awareness TVC
Introduction
We Made People Feel Glaucoma Before They Understood It.
A awareness TVC that communicated a complex condition simply — and unforgettably.
- Client
- NMC Healthcare
- Scope of work
- TVC Production · Talent & Influencer Casting · Creative Concept · Post Production
The Client
NMC Healthcare — one of the UAE's largest and most trusted healthcare networks.
The Project
A TVC for NMC's Optometry division raising awareness of Glaucoma — a condition that causes gradual peripheral vision loss, often without the patient even realising it.
The Work
Rather than leading with medical facts, we built a scenario-led narrative. Talent and influencers were placed in everyday situations where they naturally struggled to notice objects outside their field of vision — subtly but powerfully communicating the reality of Glaucoma without ever naming it directly.
How We Did It
We cast a mix of relatable talent and credible influencers to bring authenticity to the story. The concept was built around indirect storytelling — letting the viewer experience the condition through the characters before the message landed. The result was a TVC that felt human, not clinical.
The Result
A healthcare awareness campaign that connected emotionally, communicated clearly and drove genuine awareness for NMC's Optometry division across the UAE.