In March of 2013, Variable was commissioned by Edelman to produce four mini-documentary films along with the print advertisements for Pfizer's cause-driven campaign; "Get Old". The purpose of the campaign is to spread positive awareness on aging by showcasing stories that break the mold of the negative pre-conceived notions surrounding the topic. As a team of ambitious young creatives, we thoroughly grasp these negative connotations so we were thrilled to put our energy into a campaign message that we truly believe in.
The first of four films features Hy Snell, an energetic and awe-inspiring gentleman. When asked how he felt about aging, Hy couldn't even comprehend why we were interested in the topic. It was as if "age" didn't even exist in his world. For Hy, "age" has had nothing to do with his joy and contentment in life. His immense passion for creating artwork has kept him moving forward without looking back for over seven decades despite his ongoing battle with failing eyesight. At 94 years-old and a dwindling 5% of his eyesight remaining, Hy continues to find inspiration due to the fact that he is literally seeing things differently every day. This fact spoke volumes to us since it is relatable on so many levels. In summary, Hy truly is a living testament who proves that each road block, as tough as it may seem at the time, can provide tremendous opportunity for growth and prosperity.