Umanity Agents · for EAG / BillyRx

THE
OPEN DOOR.

LA PUERTA ABIERTA

A 28-minute bilingual DRTV block for BillyRx — an 11:00 program and a :60 commercial, in English and in Spanish, built from BillyRx's own brand system. The :60 is the proposed creative, timed to its read; the program is scripted word for word; and there are two ways to make it — a traditional shoot or a hybrid that leverages AI — both quoted, both with real talent on a real stage.

Prepared by Umanity Agents · September 2026
01 · The Block

28 on air. 24 produced.

The block airs at 28:00 — that is 14:00 of content, run twice. Inside the 14:00, one :60 is placed three times. So the real build is 11:00 of long-form plus one :60, and then all of it again, natively, in Spanish.

On air
28:00  block  =  14:00  of content, run twice
Inside the 14:00
11:00 long-form  +  :60 commercial  =  12:00 per language The :60 is produced once and placed three times — that is the other three minutes of the fourteen.

1 host per language  ·  1 world, generated and locked  ·  2 languages, performed natively  ·  3 rounds of revision

02 · The Brand

Not a pharmacy. A platform selling access.

BillyRx coordinates patients, licensed providers and U.S. pharmacies — provider-guided online care. Every fact below is taken from billyrx.com as it stands today.

$125
per month
Compounded semaglutide. The price, not a starting price.
$0
membership
No monthly fee. No insurance required.
FDA
approved
The oral GLP-1 option — same GLP-1, no needles.
100%
online
Questions, provider review, shipped to the door in 2–3 days.
03 · The Category

Price was the moat. The moat is closing.

Which is exactly why the campaign cannot be built on being the cheapest.

Novo Nordisk
Ozempic · Wegovy
List price falls to $675/mo on Jan 1, 2027 — down from $1,349.
The "brand is unaffordable" story weakens over this campaign's life.
Direct-to-consumer
TrumpRx and channels like it
$149–$199 per month.
Lands within $25 of BillyRx. Price alone is no longer the difference.
The DTC giants
Hims · Ro · LifeMD
Enormous paid budgets, app-first, English-language.
They are not competing in Spanish long-form. That is the gap.
The white space
Every major player is fighting for the English-speaking, app-native customer. Nobody is running 28 minutes of Spanish-language long-form explaining how access actually works.
04 · Category Data

Four truths driving the creative.

Each one changes a decision in the spot.

68%
say cost influences their GLP-1 decision — and among people who stopped, cost was cited more often than side effects or reaching their goal weight.
The offer goes early and repeats. It is not held for the back half.
44%
found the cost higher than they expected. 24% paid over $250 a fill; nearly 8% paid over $500.
Price transparency is the emotional appeal. Put the number on screen and hold it.
46%
of Hispanic adults have obesity, against about 42% of U.S. adults overall — and 35%+ prevalence in 33 states.
The Spanish version is the higher-need audience, not a courtesy translation.
Peers
Hispanic adults rely on family and friends over health professionals for treatment information, and the research calls for culturally tailored bilingual explanation.
No doctors. No white coats. The right messenger is a peer, and the cast is built that way.
Sources: Navitus GLP-1 access survey · Parriva / CDC NCHS obesity and GLP-1 prevalence data · billyrx.com
05 · The Customer

Three segments. One campaign world.

Lead with the primary hero in Spanish long-form. The returner and the needle-averse come along inside the same program.

The returner
Sticker shock
English-dominant · 35–60 · tried and stopped
"Find a version they can actually sustain."
Already believes it works — they have personal proof. Do not re-sell efficacy. Sell the monthly number and the word sustainable.
The needle-avoider
Interested, but stopped at the injection
Any language · 30–65
"An option that does not involve a needle."
This segment is the reason the FDA-approved oral GLP-1 leads the campaign rather than sitting in a back segment.
06 · The Insight
Nobody needs to be sold on GLP-1. They need to be told it's available to them.

The entire category advertises that the drug works. The unclaimed ground is proving the door is open — no insurance, no waiting room, no English required, and a number you can say out loud. Cost is the top reason people never start, and the top reason they quit — ahead of side effects and ahead of reaching their goal weight.

07 · The Platform

Four pillars holding up The Open Door.

Not a tagline. The visual operating system of every BillyRx asset — built from the brand's own design language, at architectural scale.

01
The world is the brand, made physical
We do not build a fake clinic. We build BillyRx's own design language at room scale — soft gradient planes, floating rounded cards, coral and periwinkle against warm white. A price arrives as a card. A barrier appears as a card and dissolves. Instantly ownable, because no competitor can use it.
02
A real host on camera, and a locked cast for the spot
The program is carried by one real presenter per language — Rosa — a talking head in the studio, cut against the graphics system and B-roll. On the hybrid route the studio, the alternate angles and the B-roll are generated around her one master; on the traditional route she is shot on a dressed set. The :60 keeps its locked synthetic cast — Carmen and Dr. Alvarez — so nothing in the spot expires or renews.
03
The number is the hero, not the molecule
Cost is the top reason people never start and the top reason they quit. So $125 goes on screen in the first ten seconds and returns at every break. Said plainly, held long enough to write down, never shouted. In this category, price transparency is the emotional appeal.
04
Two native performances, one universe
The Spanish version is not the cut that ships late. It is the higher-need audience. Same world, same cards — transcreated for idiom and pacing, and performed natively by a Spanish-speaking presenter, not dubbed over the English one.
08 · The Look

Built from BillyRx's brand. Not from a mood board.

Every color in this document and in every frame that follows was lifted from billyrx.com's live stylesheet. BillyRx already owns one saturated color — the coral in the Rx of its own wordmark. The world is built around that fact: a single warm field, frosted cards, and coral reserved for the one thing that matters in DRTV — the number.

navy-900
#041527
primary · type
navy-700
#052243
depth
coral-500
#FF805F
the Rx · numbers only
orange-600
#F25A2B
emphasis
sky-400
#7DB7F0
periwinkle accents
peach-50
#FFF1EA
the field
ice-50
#F7FAFD
cards
Inter
their typeface
DM Sans secondary

Their site badges the injectables compounded and the oral GLP-1 FDA approved. Their wordmark sets "Billy" in navy and "Rx" in coral. Their pages sit on warm off-white with rounded cards and periwinkle accents. None of that is ours — it is the brand strategy BillyRx already has, made large enough to hold a 28-minute block.

01
Environment
Soft-gradient planes in peach, periwinkle and warm white. Never a clinic. Never a pharmacy. Never a stock office.
02
Physics
Cards float, glide and settle. Nothing falls, nothing shatters, nothing snaps. Motion runs slightly slower than real gravity.
03
Product
The product appears on a card or a clean plane — never held up to the lens in a fist. That is the infomercial we are not making.
04
Identity
The cast is regenerated only from master character sheets. Wardrobe is fixed for the campaign, in both languages.
05
End-card lockup
Peach field, navy wordmark with the coral Rx, coral call-to-action, price, phone, URL, disclosures. Identical every single time.
06
Audio
A three-note rising mnemonic lands on the coral call-to-action. Every time. No variations.
Part one

The 60-Second
Commercial

Road Map

Cast for the audience · the characters we cast · the live storyboard, timed to the read.

09 · Cast for the audience

Cast for the audience. Measured, not assumed.

The research on this audience is explicit: people rely on family and friends over health professionals. A white coat is the wrong messenger; a peer is the right one. So the campaign is cast in two layers. The :60 is carried by two characters built for the spot — an everyday woman and the provider who reviews her — generated once as locked identities. The long-form program is carried by a real host on a real stage, cast for this program in each language.

The :60
Two characters, generated and locked
Carmen and Dr. Alvarez. Built from reference sheets, locked for the campaign, re-performed for Spanish. No licensing, no usage window, nothing that renews.
The program
One real host, cast per language
Rosa is a real presenter reading through a teleprompter on a real stage — one English-speaking, one Spanish-speaking. Real talent and a real studio, on either production route.
The voice
The narrator, measured
Warm, young, a smile in the voice, no urgency — not a DRTV announcer. Studio quality designed in: every candidate voice was generated against a dead-booth specification and measured for room decay before anyone listened for character.
MeasuredFirst castProposed voice
Energy in the pauses between wordstails of −3 to −11 dBfloors of −60 to −84 dB
Pace on the :60, natural read162 words a minute · 0:59.8
What that isa rooma booth
10 · The cast

The characters we cast for the :60 spot.

Two locked identities carry the commercial. Everything below is generated against their reference sheets, so the Spanish version is the same people, not lookalikes.

Carmen — the everyday woman in the :60
Carmen
The everyday woman · the :60
Primary hero · 40s
Latina, Miami. Not a spokesperson and not a testimonial — a woman living her day who finally got an answer. She is on her phone outdoors when the provider messages her, and she is the one the seven glass slabs float around at the end.
She never addresses camera. The narrator carries the words; Carmen carries the proof that this is for someone like her.
Dr. Alvarez — the provider in the :60
Dr. Alvarez
The provider · the :60
Licensed U.S. provider · 50s
On camera in the spot — at his desk in a lab coat reviewing her intake, and in the message thread checking in on her first two weeks. He is how the :60 shows the review is real without a spokesperson selling anything.
He appears in the commercial only. In the program, the provider is a check-in on the host's screen, not a person on set.

And the host of the program — real talent, to be cast.

The spokesperson is the third character. A real actor will be cast for the role — one English-speaking, one Spanish-speaking. Until then, a generated stand-in carries the animatic, seated in a studio modeled on a real single-chair talk set.

The host — generated stand-in for the real actor to be cast
Rosa
The host · the program · stand-in
Real talent to be cast · 40s
This is a generated placeholder, not the casting. It exists so the program can be timed and watched now; the real presenter replaces her on the stage.
The host stand-in seated in the studio
The studio
One chair, one host, the graphics on the wall
A talk-show set with a single armchair on a curved wood stage, white slat walls, and a wall screen that carries the program's graphics. On the hybrid route this environment is generated around the real presenter's green-screen master; on the traditional route it is built for real at The NEW YOU Studio in Fort Lauderdale.
How she plays with the :60 cast
She doesn't share a frame with them — and doesn't need to
The program is Rosa alone: a talking head in the studio, cut against the graphics system — the price, the barrier cards, the eight checks, the four steps, the timeline — and B-roll of the product world the :60 lives in (the box, the tablet, the pen, the phone).
Carmen and Dr. Alvarez live in the :60, which airs three times inside every block. The host sets up each break; the spot pays it off. Same world, same cards, same voice narrating both.

The identity lock

Synthetic casting drifts — the same description returns a different face every time, and matching wardrobe hides it. So each :60 character is built first as a reference sheet, and every frame is generated against that sheet and a hero pose together.

Carmen reference sheet
Carmen · reference sheetSix angles and expressions. The identity anchor for every frame she is in.
Carmen hero pose
Carmen · hero poseFull-scale wardrobe and proportion — camel coat, cream knit — composed caption-safe from the start.
Dr. Alvarez reference sheet
Dr. Alvarez · reference sheetLab coat locked; the desk and the message-thread avatar are generated from the same sheet.
Dr. Alvarez wide shot
Dr. Alvarez · wideFull-scale wardrobe and proportion, generated against the sheet — the same man, head to toe.
11 · The :60 · "The Open Door" · board v5.5 · proposed creative

Press play to see the live storyboard.

One read, start to finish — 0:59.8 on the proposed voice. As each line is read, the frame it plays over lights up. Every cut lands on a word.

F01 · You Know“By now, you know …”
0:00.0 / 0:59.8
You Know
F01 · 0:00 · You Know“By now, you know …”
GLP-1s
F02 · 0:01 · GLP-1s“… what GLP-1s are.”
But · Can You
F03 · 0:03 · But · Can You“The real question: can you …”
Afford It.
F04 · 0:05 · Afford It.“… afford it?”
The Mark
F05 · 0:06 · The Mark“At BillyRx, …”
The Number
F06 · 0:07 · The Number“… it's one flat fee — a hundred and twenty-five dollars a month.”
No Insurance · No Waiting Room
F07 · 0:11 · No Insurance · No Waiting Room“What about insurance? Am I covered?”
Nothing To Claim
F08 · 0:13 · Nothing To Claim“You don't need to be. Nothing to claim, nothing to get denied —”
BillyRx Doesn't Go Through Insurance
F09 · 0:17 · BillyRx Doesn't Go Through Insurance“… BillyRx doesn't go through insurance.”
Ships
F10 · 0:20 · Ships“No waiting rooms, and it ships in as little as two to three days.”
The Needle
F11 · 0:23 · The Needle“And if the needle stopped you —”
The Tablet
F12 · 0:25 · The Tablet“… BillyRx now carries FDA-approved tablets. Same GLP-1. Taken by mouth.”
The Provider
F13 · 0:32 · The Provider“A licensed U.S. provider reviews everything —”
The Messages
F14 · 0:34 · The Messages“… and your care team stays connected.”
The Journey
F15 · 0:36 · The Journey“With check-ins to review your results.”
Step 1
F16 · 0:39 · Step 1“Getting started is easy — and fast. You answer a few questions.”
Step 2
F17 · 0:43 · Step 2“A provider reviews it, …”
Step 3
F18 · 0:45 · Step 3“… then it ships to your door.”
Everything Around It
F19 · 0:46 · Everything Around It“It was never about knowing what GLP-1s are. It was everything that stopped you.”
The Door
F20 · 0:52 · The Door“BillyRx. No insurance. No waiting room. No reason to wait. Start at billyrx.com.”

This is the proposed creative — animation to follow. In the animation pass the cards glide and settle, the type animates on, the coral line draws and lands, and Carmen moves — real character performance through video generation, not stills. The spot is built to play with the sound off, which is how most of this block will actually be watched.

Part two

Long-Form
Studio Content

Road Map

The host · the script, word for word · the animatic · two ways to make it, both quoted.

12 · The long-form program · AV script v1.0

Six barriers, scripted word for word.

One host carries it: Rosa, a talking head in the studio, cut against the graphics system and B-roll of the product world. Each segment removes exactly one reason people never start, ends on the offer, and hands off to the :60 — placed three times inside the block. 1,397 spoken words, every row timed. A persistent bar — logo, response number, billyrx.com, $125/mo — sits across every frame of the program.

The Open Door — long-form AV script

Two-column VIDEO / AUDIO script, every row timed. Cold open, six segments, the close, the standing elements and the open items before script lock.

PDF
Casting

The host is real talent, and she needs to be cast.

On either route the program is performed by a real presenter on a real stage — one English-speaking, one Spanish-speaking. On the hybrid route she is recorded on a green-screen stage in a single session and the studio is generated around her; on the traditional route she is shot on a dressed set over two days. Casting, the studio and the talent are hard costs on both.

The animatic — the whole program, moving.

The script read start to finish by the proposed voice, cut to the host stand-in in the studio, the graphics system and the product world, with the :60 placed three times. A moving storyboard, timed to the read.

13 · The Economics

Real talent. A real studio. Both routes.

There is no fully synthetic cast in this plan. Whether the program is shot traditionally or built as a hybrid, the host is a real presenter, cast for this, on a real stage — and those are hard costs on both routes. Both routes deliver the same 24 minutes: two long-form programs and two :60s, English and Spanish, broadcast-ready. What changes between the two is everything around her — and that is what the price reflects.

Traditional production
$51,040
Two shoot days on a dressed set at The NEW YOU Studio, Fort Lauderdale. Director, director of photography, camera package, gaffer and lighting, sound, teleprompter operator, hair and makeup, a production assistant, studio and catering — two days. Production design and set dressing. Editorial from the camera masters, color grade, graphics, mix, captions.
Grand total, including the 10% production fee, from the proposal.
The room · traditional route

The NEW YOU Studio, Fort Lauderdale.

The traditional route shoots on a dressed set at The NEW YOU Studio — 9,500 square feet west of the Fort Lauderdale airport, thirty minutes from Miami International, with a cyclorama wall, a control room, a green room and a makeup room, and a multilingual crew available in-house. It was built by a direct-response company to make infomercials, which is exactly what this program is.

The NEW YOU Studio — the talk set: anchor desk, LED wall, lighting grid
The talk setAnchor desk, LED wall, lighting grid — the kind of stage the program's single-chair set is dressed on.
The NEW YOU Studio — the studio floor
The floor9,500 square feet: the sets, a kitchen demo counter, the living wall.
The NEW YOU Studio — house lighting and grip, production van
The house packageLighting, grip and a production van on site.
The NEW YOU Studio — entrance, 2880 SW 42nd St, Fort Lauderdale
The door2880 SW 42nd St, Fort Lauderdale.

Photos: The NEW YOU Studio.

On both routes
The people and the room are real
Real talent, cast per language. A real studio. The proposed :60, fully generated with its cast. Scripts, transcreation, graphics, mix, captions, masters.
What the hybrid removes
Less equipment, less crew
The second shoot day, the expensive turnkey studio set dressing, and the need for a larger crew — the equipment and crew costs that come with a full shoot. The color grade of camera footage goes with them. All of it replaced by one green-screen session and generation.
What the hybrid adds
One session cuts like a multi-camera show
World building, multi-angle generation, keying and compositing, and generation credits — the line items that turn one master into the studio, the angles and the B-roll.
LineTraditional productionAI production — hybrid
The hostReal talent — an English-speaking principal and a Spanish-speaking talent setReal talent — one presenter per language
The studioThe NEW YOU Studio, Fort Lauderdale — set build and shoot, two daysA real green-screen stage, one day
How the program is madeDirector, DP, camera package, gaffer, sound, prompter operator, H&MU, PA, catering — two daysOne camera, one session; alternate angles, environments and B-roll generated
PostEditorial from camera masters, color grade, graphics, mix, captionsKeying and compositing, assembly, look-match, mix, captions
The :60“The Open Door,” produced in AI as its own unit“The Open Door,” produced in AI with its cast
Grand total$51,040$37,758
Optional add-onShort-form cutdowns, :30 to 1:00 · $150Short-form cutdowns, :30 to 1:00 · $150
Always included — either route
What both quotes include.

Real presenters and a real studio are hard costs on both routes. Everything below is in both quotes; only the way the program around the host gets made changes.

  • Real presenters, cast per language — English and Spanish
  • A real studio — a dressed set for two days at The NEW YOU Studio, or a green-screen stage for one
  • 2 × long-form programs — English and Spanish
  • 2 × :60 “The Open Door” — English and Spanish, produced in AI with its cast
  • Scripts: the :60 (proposed creative) and the program (scripted word for word)
  • Spanish transcreation — idiom and pacing, not translation
  • Storyboards and a timed animatic before anything is committed
  • Full DRTV graphics package: supers, price, ISI, CTA, persistent bar
  • Music, SFX and mix to broadcast loudness · captions in both languages
  • Broadcast masters to the 28:30 break structure · three rounds of revision per asset
  • 50% at approval, balance at delivery

The detailed quotes

Both proposals as working spreadsheets — every line item, every total a live formula. Change a quantity or a rate and the totals follow.

Download the detailed quotes here

One download, both routes — Excel and PDF. Or take a single file: AI hybrid (Excel) · Traditional (Excel) · AI hybrid (PDF) · Traditional (PDF)

Excludes media placement, claims and legal review, broadcast QC, Ad-ID registration and station delivery — carried by client. Vertical 9:16 is a separate build, not a crop.

14 · Why This Wins

Why this campaign wins for BillyRx.

68%
say cost influences their GLP-1 decision — and among people who stopped taking it, cost was cited more often than side effects or reaching their goal weight. Navitus GLP-1 access survey. The category advertises efficacy. The money is what actually decides.
01
An idea nobody else can use
The world is built from BillyRx's own design language. A competitor cannot borrow it without looking like BillyRx — which is the definition of recognition equity.
02
A locked cast where it counts, real talent where it matters
The :60 — the asset that airs three times an hour — is carried by a locked synthetic cast with no licensing, no usage window and no renewal. The program is carried by a real host on a real stage, on either route; on the hybrid route she is booked for one session, not a shoot week.
03
Bilingual is the advantage, not the cost
This is where traditional production nearly doubles — a second shoot day, a second crew, a second post. On the hybrid route both languages are recorded in the same session and built in the same generated world.
04
Compliance designed in, not bolted on
The claim strategy leads with the FDA-approved oral option, legal rides a scrim on every product frame, and AI-content disclosure is part of the frame. Built to clear, not to be fixed after clearance.
15 · Next

Let's open the door.

01The :60 — script v5.5 and the twenty-frame board — is the proposed creative. On approval it goes to animation.
02Review the long-form program script (AV script v1.0) — every line, timed to eleven minutes.
03Choose the route — the AI hybrid at $37,758 or traditional production at $51,040. Real talent and a real studio are in both.
04Cast the host — one English-speaking, one Spanish-speaking — lock the studio date, and the program goes into production.

Open items on the client side: the DRTV response number for the end card, counsel's sign-off on claim language, and confirmation of which products appear on air.