Pharmaceutical Advertising
Campaign & Brand Identity
GENENTECH GLOBAL — Hemlibra
In partnership with Decibel startup we developed an innovative and impactful campaign for Hemlibra, a breakthrough treatment for Hemophilia A
Breakthrough drugs deserve breakthrough campaigns.
Introducing “Beautifully Spontaneous” by Hemlibra
Breaking Free from Bleeds
(and boring pharma ads)
With ‘Beautifully Spontaneous,’ we shattered the mold of typical pharmaceutical advertising, embracing a cinematic and bold approach to highlight patients' everyday moments. The campaign celebrated the renewed freedom and confidence brought by Hemlibra’s groundbreaking treatment for Hemophilia A, creating a relatable and emotional connection with the audience. Our dynamic branding, visually striking video content, and bold graphic styles earned widespread industry recognition for their innovative take on healthcare marketing.
360-Degree Creative Campaign
The campaign embodies newfound freedom, spontaneity, and confidence—capturing real, first-person patient experiences. Using nature as a vibrant backdrop, we highlighted intimate moments of rediscovery: a skateboard ride with friends, a bike journey through uncharted terrain. Each scene underscores the freedom and protection Hemlibra offers, reinforcing a sense of confidence and assurance in daily life.
The campaign conveys a spirit of empowerment: freedom, emotion, rawness, aspiration, beauty, and boundless energy. Patients are depicted enjoying activities previously hindered by their condition, a vivid representation of the life-changing impact of Hemlibra.
Brand Identity Design
Our team created a globally recognized pharmaceutical logo, inspired by the power of a bird’s wing—a symbol of newfound freedom and fluidity. The logo’s vibrant essence flows throughout the entire brand, representing the energy and confidence patients gain with Hemlibra.
Drawing on decades of healthcare branding experience, we ensured the logo met strict pharmaceutical regulations, from generic names to dosages and fair balance.
Brand Guideline Development
We adeptly crafted a comprehensive branding guideline, encompassing visual systems and content. This 75-page guide ensures seamless creative marketing and brand cohesiveness, defining our voice, establishing vibrant and inspiring color palettes, providing logo usage rules, and guiding the design of all our print and digital marketing materials, videos, and websites for both HCP and DTC audiences.
Print & Digital Ads
Digital Banner Ads & Website Design
Our dynamic core brand identity took flight, manifesting in impactful print and digital advertising, including banner ads and takeovers on prominent medical and health news platforms. We also designed video and presentation templates for Roche and Genentech, establishing the graphic stylizations that would define the brand’s visual language for years.
Package Design
Video Spots
Executive Creative Director: Melanie Gargano
Director of Film: Alberto Accetulli
Copywriter CD: Kara Stewart
Photography Lead: Olaf P
Client: Genentech, Roche - Hematology
In Partnership with: Decible startup team
Creative Credits
RESULTS
Hemlibra received FDA approval in 2017 for preventing or reducing bleeding episodes in patients with Hemophilia A who have developed Factor VIII inhibitors. Our global launch campaigns, advertising, and HCP & DTC websites played a key role in introducing this transformative treatment, which significantly improved patients’ quality of life. Hemlibra's efficacy was demonstrated through large-scale clinical trials, including Haven 1 and 3, where it achieved a 79% and 63% reduction in bleed incidents, respectively, compared to treatments relying on Factor VIII.
Free Killer Tan:
Turning Tanning into a Wake-Up Call
In a bold, out-of-the-box challenge for Area23, we crafted a Melanoma awareness campaign that disrupted expectations. Tasked with creating a “non-pharma” pitch, we leaned into the unexpected—the haunting resemblance between a tanning bed and a coffin.
Molly’s Fund / Novartis
— In partnership with Area23 —
Backed by Area23 and Molly’s Fund, we launched Free Killer Tan, a pro-bono PSA with a powerful visual twist. Inspired in part by Final Destination 2, we transformed a New York City tanning salon into a shocking experience: visitors seeking a free tan found themselves confronted with their own funeral. The campaign’s narrative, driven by this visual insight, aimed to provoke a lasting impression about the dangers of tanning.
RESULTS
Our pro-bono campaign reached over 100 million people in 190+ countries, significantly raising awareness about the dangers of Melanoma. It garnered numerous industry awards, including a prestigious Clio Bronze. Our creative approach, designed to shock and educate, continues to make a lasting impact on skin cancer awareness.
Cialis: Enhancing Doctor-Patient Communication with a Custom DTC App
— In partnership with GREY GROUP —
We supported full app design and branding for Cialis, creating a direct-to-consumer tool that helps doctors guide patients through dosage, efficacy, and treatment information. The app is designed to foster open discussions about erectile dysfunction, addressing key questions and concerns to help patients maintain both their health and relationships. By streamlining complex data into a user-friendly interface, we delivered a resource that empowers both doctors and patients to make informed decisions.
Augmented Reality App Design: Galderma Labs AGELess
— In partnership with IOMEDIA —
As apps emerged alongside the first iPhone, we designed one of the first augmented reality (AR) apps in the pharma space—AGELess for Galderma Labs. The app enabled patients to preview real-time facial aesthetic enhancements using Restylane, Perlane, Sculptra Aesthetic, and Dysport fillers. Our founder spearheaded the pitch, branding, development, and successful launch, co-leading the creative team through every stage of the process.
App Components: Educational Video , Treatment Tracker, and Doctor Locator.
Gut Check:
Empowering IBS Patients and Doctors with Real-Time Symptom Tracking
— In partnership with IOMEDIA —
In collaboration with Janssen, we developed and fully branded the Gut Check app and website—a cutting-edge patient-reported outcome tool for IBS management. Gut Check enables patients to track and monitor their symptoms in real-time, providing doctors with actionable data to improve treatment plans. From designing the app’s user interface to directing informational videos, we created an intuitive, comprehensive solution that enhances patient care and facilitates better communication between patients and healthcare providers.
Healthcare & Pharma
Clients
— GLOBAL & US LAUNCHES, EXPERIENCES, CAMPAIGNS & BRANDING —
Genentech — Hemlibra / Hemophilia / Hemotology
Pfizer — Women’s Health Portfolio: Estring / HRT: Hormone Replacement Therapy, Premarin Vaginal Creme
Eli Lilly — Men’s Health: Cialis / ED; Axiron / Low T
Merck Oncology — Keytruda / Melanoma & Metastatic Non-Small Cell Lung Cancer; Zepatier / HepC; Steglatro / T2D
Galderma Labs — Restalane, Perlane, Dysport, Sculpta / Aesthetic Enhancement Facial Fillers
Bristol-Myers Squibb — Sprycel / CML / Oncology
Janseen Biotech — GutCheck™ / IBD
A & Z Pharmaceuticals — MFIT Supps
United Therapeautics — UNITHER, LungRx, Adcirca / Pulmonary Hypertension
Abbott — Humira / RA
P&G Health — Crest/Oral-B, Prilosec OTC, Metamucil, Align Probiotic, Pepto-Bismol
Johnson & Johnson — Listerine / Oral Care
Novartis — Tafinlar & Mekinist / Melanoma
Bayer — Claritin / Antihistamine; Finerenone / CKD, T2D
Gelesis — Plenity / Weight Management
Biogen Idec Oncology
Sanofi — Allegra OTC
Sanofi-Aventis — Multaq / Afib
AstraZeneca — Symbicort / Asthma, COPD
Dyson — Allergy
Mead Johnson — Enfamil / Baby Formula
New York Agency
Collaborations
Grey Health, Ogilvy Health, Saatchi & Saatchi Wellness, Publicis Life Brands Medicus Health, Daggerwing Health, IPG