"The HInVisible Celebrity" Living with HIV for ViiV Healthcare Spain

Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in the PSA “The HInVisible Celebrity”, directed by acclaimed filmmaker Rodrigo García Sáiz. 

Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the campaign addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?

The central character, who dons a mask akin to television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV, due to fear of public rejection, a role model, this character realizes, could change that.

The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this Fall. The figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible Celebrity” intervention was created by costume designer Pepo Ruíz Dorado, using an artisanal technique of pixelated 3D modeling, done manually, pixel by pixel.

Residing in both Los Angeles and Mexico City, Rodrigo is considered one of the industry’s best directors for the Latin American and general markets. His work transcends languages and cultures, uniting audiences with both a reflection of genuine human connection and a glimmer of hope within that humanity. His tear-jerking ads include the famous Kohl’s “Give With All Your Heart” campaign, which was virally spoofed by SNL. His campaigns for Skittles, IKEA, Tecate, and Allegro, among others, have earned ad awards spanning Cannes Lions, Clio Awards, The One Show Awards, D&AD Awards and CICLOPE Awards.

Central Films, a production company based in Mexico, the USA, Colombia, Chile, Spain, and Peru, expertly dedicates itself to advertising and branded content emphasizing depth of story. Recent work includes the impactful short film “Odyssey” for the Mexico City Museum of Memory and Tolerance, on one man’s journey home to his family.

Credits

Campaign title: The HInVisible Celebrity
Client: Laboratorios ViiV
Customer: Marta Mora, Beatriz Hernández and Beatriz García
Agency: Sra. Rushmore
Creative Direction: Munia Bilbao and Pablo Cattáneo
Copywriting: Galo Carcedo, Maripaz Pascual
Art Direction: Elena Centeno
General Management: Marta Palencia
Account Team: Álvaro Gutiérrez, Alazne Santos y Laura Fuentes
Direction of Communication: Inés Fernández Pandal
Head of Social Media: Ana Garay
Strategic Planning: Cristina Moratalla
Photography: Alberto Escudero

Production Company: Central Films Spain
Agency Producer: Freelance For
Director: Rodrigo García Saiz
Executive Producers: Flor R. Veidez and Raúl García
Cinematography: Alex Pizzigallo
Production Coordinators: Cris Galán and Carlos Alonso
Directing Assistant: Raúl Sentíes
Art Director: Manuel Benavides
Post Production: Raúl Cuellar and Israel Fornés
Editing: Jesús M. Gómez
Sound and Music: La Panadería
Music: Alejandro Pelayo
Costume Design: Pepo Ruiz Dorado and Rubén Rodríguez Cisneros
Public Relations: Biggers