How Lincoln Pharma turned a cancelled live play into a 15-minute launch film in 2 days

Lincoln Pharma was preparing to launch Pa12, their flagship paracetamol variant, to markets in Africa. Instead of a conventional brand video, they had written a drama, Pa12 pitted against conventional paracetamol, to be performed live by their own employees. The script was done, the cast was chosen, rehearsals were under way.

Then the live event became unfeasible. The drama still had to go out on the planned date. Lincoln came to us two days before the broadcast and asked whether the whole thing could become a video.

The catch: AdMitra was built for short-form dealer creatives, and this needed to be a continuous piece around 15 minutes long.

We added support for long-form continuous video to the platform that week and generated the full drama on AdMitra using our own avatars.

We cast it with African characters because the launch was aimed at African markets, and a story only lands when it looks like the audience it is shown to. Lincoln's script stayed intact; the cast, sets and performance were generated.

The film went out on the planned date. A few weeks later, Lincoln came back to translate the same drama into French so it could run across their francophone markets, which the platform delivered from the same production.

For a pharma brand, the significance is the format: a 15-minute narrative film for a product launch, produced in two days, without a crew, a location or a single live actor.