The real face of veterinary
Faces of Veterinary Medicine – a CSR campaign for Brit Polska, carried out in collaboration with Cut The Mustard agency and Ekstrakt. Brit is a premium brand of dog and cat food, focused on health, wellbeing, and fostering a close bond between pets and their owners. This time, Brit wanted to shine a light on those who take care of our pets’ health – veterinarians.
The campaign aimed to:
- Raise awareness among pet owners about how challenging and demanding the work of veterinarians is
- Increase empathy towards this professional group and draw attention to the issue of burnout
- Encourage action – visit www.obliczaweterynarii.pl to learn more and show support
The “Faces of Veterinary Medicine” video, produced by Ekstrakt, reveals the behind-the-scenes reality of veterinarians’ daily work.These are real stories, emotional challenges, and the immense psychological burden that often goes unseen.The material was created based on authentic memories from veterinarians and data from the “Working Conditions of Veterinarians” report. The entire campaign is under the Brit Veterinary Diet line – specialized pet foods recommended by veterinarians to support animal health in demanding situations.
Ekstrakt was responsible for:
- Video production
- Location selection
- CastinStyling
- Scenography elements
- Photography
- Post-production
For this production, we focused on honesty and genuine emotion – not scripted, but emerging from real, deep conversations. Each veterinarian spent over an hour with us in an intimate one-on-one session – no scripts, no pre-set questions, in a fully natural and personal atmosphere. This allowed us to capture the true faces of their profession – from the obvious positive image to the weight of daily challenges, burnout, and emotional consequences. The camera focused on faces, eyes, and genuine reactions, creating a portrait of a profession that has so far remained largely invisible.
Special thanks to Przemek Chudkiewicz (Hoodkevitz) for masterfully guiding these conversations and creating portraits that reveal the soul of veterinarians. This is not just a film – it’s a true journey into a profession that deserves our empathy and support.
Creative Production Studio.
