Great Guns and MHP spotlight defiance in the face of autoimmune diagnosis

Great Guns London, in collaboration with MHP Group, proudly presents No Bad Blood, an inspiring campaign film for specialised international biopharmaceutical company, Sobi. 

Directed by Calum Macdiarmid, it shines a light on the lives of people diagnosed with Immune Thrombocytopenia (ITP), an autoimmune disease that prevents blood clotting and can cause fatal bruising and bleeding.

Great Guns director Calum Macdiarmid was brought onto the campaign to find a thoughtful and poetic way to let ITP patients know that they are not alone, and that there are ways to alleviate their symptoms. Reading through case studies and detailed personal stories, many so raw and powerful that they read like poetry already, Macdiarmid embarked upon the process of composing a poem for the campaign. A collaborative effort, it seeks to resonate with those who have once felt like they must give up a part of themselves due to the disease.

The poem is narrated by BAFTA-nominated actor Sọpẹ́ Dìrísù, whose raw performance beautifully draws out its emotion. Beginning by exploring the setbacks of the disease, it quickly takes on an inspiring defiance reinforced against the backdrop of the film’s cast. All genuine people who live with ITP, we see them continue to pursue their passions as they do in real life, diving, riding on a motorbike, and getting ready to face the day, undeterred by their diagnosis. The film thus articulates the transformative power of an effective care plan, enabling patients to indulge in their passions once again and live a fulfilling life.

Shot on limited 16mm film, production required discipline. To make the most of the stock they had, the team, led by DOP Adric Watson, held back from re-filming shots, a restraint which not only freed up time to cover all three locations in a single day, but also lends a more raw authenticity to the final campaign.