I led creative for this global campaign, focused on aspirational heroes demonstrating more days near normal protection with ALTUVIIIO. These vignettes range from active lifestyles to occupational and social scenarios. Each one branches out to provide storytelling and educational experiences for the brand. For the first time, patients with hemophilia can benefit from Near-Normal protection. Now within reach with ALTUVIIIO.
ALTUVIIIO Tabletop Hero - Augmented Reality
We leveraged Augmented Reality to craft and extend the More Days Near Normal campaign to reach new audiences. This solution gives depth to patients' stories and delivers education on the brand's key benefits.
ALTUVIIIO Congress Experience
I led the team from concept through completion, designing the first ALTUVIIIO congress presence for launch. Inspired by the flame-like curves of the logo, we crafted the entire flow to encapsulate the brand's essence. Within the booth, we developed interactive experiences for education and play, like soccer, tied back to the campaign story. “We won the Congress”—The Client
Levels Matter Unbranded Campaign
I led the team in creating this market-shaping campaign challenging the status quo in hemophilia treatment. The pool scene symbolizes the “low levels” of a factor in the blood, where underlying damage and risks associated with suboptimal care are ongoing. Ultimately, I’ve added tension to motivate patients, caretakers, and their Doctors to raise their standards closer to “Normal” levels of protection. This campaign intentionally sets the brand to deliver on that goal of “Near-Normal” protection.
KOL Roundtable
I brought my love of film production to this approach by leveraging KOLs in a roundtable format. The video series proved fruitful, with dynamic conversations between medical experts in hemA. The results were overwhelmingly positive viewership and traction in the market-shaping campaign. Traffic on the unbranded website skyrocketed, gaining attention that continued a year after the brand launch.