In a refreshingly creative approach to men’s health advocacy, Carbon’s Liam Chapple and creative studio First Person have teamed up to deliver a whimsical yet poignant campaign for UroLift—featuring a giant pink, fluffy monster as its surprising star.
Directed by Liam Chapple and brought to life by Carbon’s CG artistry, the campaign offers a humorous yet thoughtful portrayal of the challenges men face with enlarged prostates. Each spot in the series centers around a specific symptom, tackled through comedic vignettes and guided by the not-so-scary “Prostate Monster.”
“We were over the moon when we received the creative brief from First Person,” says Chapple. “They encouraged us to expand on the concepts and characters they had envisioned. Promoting men’s health through a lighthearted pink monster? Count me in.”
This campaign was an end-to-end production for Carbon. From script to final rendering, every phase was carefully crafted in collaboration with First Person’s Stefan Mumaw (Director of Narrative Strategy) and Eric Melin (Creative Director). The pair provided clear narrative guidance while allowing Carbon the freedom to sculpt the monster’s personality and movement.
Chapple and his team dove deep into character development before a single frame was shot. “We spent time figuring out what motivates the monster—he’s large, awkward, and not at all evil. He doesn’t want to cause discomfort; he just happens to be there,” explains Chapple. “He doesn’t turn his head—he pivots his entire upper body. There’s a sort of sheepishness to him, expressed through subtle grimaces and slow, deliberate movement.”
The technical execution relied on balancing scale and humanity. By minimizing exaggerated motions and integrating delicate, human-like gestures—like a small knee squeeze or a perfectly timed blink—the team injected surprising emotion into the performance.
“We got to obsess over tiny details—how many blinks, where they should fall, even the tension in his posture,” adds Chapple. “Those deep creative exchanges with Stefan and Eric were a dream for any director.”
The campaign doesn’t just aim to entertain; it’s designed to spark real dialogue around a sensitive issue. By introducing an awkwardly charming creature as a metaphor, the team has lowered the barrier to discussing prostate health—making it more approachable, and more human.
Behind-the-scenes insights and additional creative commentary are shared in the companion video “Break Down,” where viewers can explore the production journey and the many layers of collaboration that made the Prostate Monster possible.
In the world of health campaigns, few dare to be this bold or this tender. But Carbon and First Person show that sometimes, all it takes to start an important conversation is a pink, lumbering monster with a conscience.
