Produced by Blunt Gorilla and directed by Arka Das.
Genea is following the lives forward post-IVF in a campaign via Momentum.
The campaign features not the moment of a positive test or the image of a newborn, but the families, futures and generational change that a single decision in a clinic room made possible.
The hero film, produced by Blunt Gorilla and directed by Arka Das was shot in a minimal photographic studio.
The campaign runs across BVOD, YouTube and Meta, managed by appointed media agency Sparro by Brainlabs. The choice of channels is deliberate.
"Fertility advertising has traditionally focused on the moment of conception - understandably, because that is what people are hoping for,” said Momentum managing director, Jen Peace.
“We wanted to help people feel safe enough to believe in something bigger - to imagine the wonderful change that will extend far into their future. It is about expanding that frame, from a single moment to a lifetime of possibility.
“By showing the real humans who exist because of Genea, we are not just telling success stories, we are helping people see what belief looks like."
The campaign launched on Saturday across digital channels nationally.
"Genea has been helping build families for forty years. That history is not a backdrop - it is the evidence,” said Genea general manager, marketing, Tanya Rivera.
“The people who walk through our doors are carrying something enormous - hope and fear, often at the same time.
“What this campaign does is show them what forty years of care at that level has made possible - not a promise of what will happen, but a picture of what has."
