PHYSIS UNLEASHED

This branded documentary for Pfizer was made to capture the thinking and making behind Physis, a sculptural work by artist Simon Hitchins that represents a real human lung tumour. Rather than approaching the film as a piece of corporate communication, the focus was on documenting process — spending time in the studio, listening to the artist, and letting the ideas behind the work unfold naturally. The result is a film that uses storytelling to open up conversation around cancer research without relying on explanation or overt messaging.

The sculpture itself is built around metaphor. As Simon explains in the film, Physis is designed to be physically altered by people during exhibition, gradually diminishing the tumour form and pushing it into “remission”. That idea — human intervention changing outcomes — runs quietly through the documentary. By staying close to the making of the work and the artist’s reflections, the film allows meaning to emerge through observation rather than instruction, giving audiences space to engage with the subject on their own terms.

The film was shot on an ARRI Amira, combining handheld camera work with moments captured in high speed to give the imagery weight and texture. This approach helped balance immediacy with a more cinematic feel, particularly when focusing on the physicality of the sculpture and the materials being worked. The aim was to make something that feels honest and human, while still delivering a visually strong branded documentary for a pharmaceutical audience.