"My Focus"

13 January 2026

60s

A weighty issue.

Obesity is one of the last refuges for socially-accepted bigotry, and this powerful film for pharmaceutical giant Eli Lilly pushes back against a narrative that it's acceptable to form and express judgements about other people's weight. Tacitly, this draws attention to Mounjaro, the weight loss pharmaceutical made by the advertised company, but any mention of it is absent from the piece which makes the case instead for freedom of choice.

Director Daniel Wolfe keeps it very simple. DAVID suspects that casting was an arduous process – no fewer than three casting companies were supplied in the credits which is pretty extraordinary when you consider there is only one person in the film – and once a selection had been made, Wolfe clearly recognised the importance of allowing his spokesperson to deliver the message as straightforwardly as possible. By adopting this approach, he has created a film which is likely to silence a room, and make people rethink the way they talk to other people about their health decisions.

USA

Pharmaceutical Companies