Case Study
A global look at the power of traditional medicine_
World Health Organization
Overview
A truly global project that demonstrates the impact of traditional medicine and biomedicine working together, through real-life stories captured in all corners of the world.
Challenge
For centuries, traditional medicine has been the primary source of health for many global communities, yet it often sits siloed from contemporary biomedicine. The World Health Organization (WHO) Global Summit on Traditional Medicine in India aimed to help shape the future of global health by bringing traditional knowledge and contemporary biomedicine closer together. It also set out to share human stories of these approaches working side by side, adding emotional depth to the evidence-based research behind the summit.
The films brought this ambition to life, capturing the lived realities of integrated care and showing how connecting ancient wisdom with contemporary science can meaningfully advance health outcomes for people and planet.
Solution
To address this, 10 documentary films were created, unifying the work of 17 producers across 16 countries. They were released at the WHO Global Summit on Traditional Medicine and screened in dedicated cinema spaces, which brought these stories to life on a monumental scale. A central creative concept, ‘Woven Threads’ provided a powerful metaphor for the intersection of diverse knowledge systems and was physically realised through a bespoke wicker sculpture, captured using motion control and macro cinematography to create a visual signature that communicates a resonant, emotional narrative.
Beyond the summit, this work provides WHO with a foundational content bank that demonstrates how the future of global health depends on the seamless weaving of cultural heritage and scientific innovation.
Services
Concepting & ideation
Global stakeholder management
Film & photographic production
Script development
