DETECTED: Capturing History
By Seth Kramer, Founder of Ironbound Films
When I was just a boy in elementary school, a friend of mine lost her mother to breast cancer. I remember thinking breast cancer was a disease that took away mothers. Come to find out, it is. One in eight women will be diagnosed with breast cancer – mothers, daughters, sisters and friends.
As a filmmaker today, I first heard rumors of a connected bra capable of detecting breast cancer from a tech-savvy friend in Silicon Valley.The boy in me wanted to understand the magic behind this innovation. I knew I had to learn more in the best way I know how: By capturing it on film.
My search eventually led me to Rob Royea, CEO of Cyrcadia Health, and the driving force behind a new innovation called the iTBra. Because Rob and his team were just getting started, we were able to begin following the iTBra when it was just a concept. It’s now being captured in a documentary film we’re calling DETECTED.
Over the course of several months, we have watched this amazing device come to life. Filming continues, but we have already witnessed the passion, creativity, strife, optimism and endurance required to bring a disruptive new product like this to market.
We’ve followed Rob around the globe for meetings with angel investors and visits to advanced laboratories. And no matter where we were, we kept hearing one phrase over and over again: The Internet of Everything. It describes a world where inanimate objects like refrigerators, cars and coffee makers are connected to the Internet and able to anticipate your needs.
As we hope the story of the iTBra will prove, the Internet of Everything is so much more than coffee makers – it’s about saving lives. Sometimes when I’m filming for DETECTED, I get chills because of what’s at stake. It’s one of the most emotional films we’ve ever made. If Rob accomplishes what he has set out to do, we will indeed have captured history.
I invite you to join us for the premiere of the DETECTED trailer on March 16 at the South by Southwest (SXSW) festival. We plan to roll out the complete documentary soon after.
In the meantime, I encourage you to follow the story behind the story at detectedmovie.com, where you will see how the makers of the iTBra work to deliver early breast cancer detection to the important women in our lives.
