RINVOQ GLOBAL axSpA: GET LOUD
Universally axial spondyloarthritis (axSpA) patients share a feeling of being unheard or misunderstood—even when talking with their doctors. The ongoing experience of trying to find the right treatment can take an emotional toll, often causing them to doubt and ultimately silence their inner voice.
We aimed to spark change in this behavior through a campaign that could work across cultures and languages on a global scale. We personified what it feels like for patients to carry the pain of being silent about their axSpA—encouraging them to get loud—through arresting imagery. Using AI for concepting and CGI for execution, technology enabled us to execute a complex idea efficiently and at high fidelity.
Made: Original creative concept, campaign copy, campaign style guide, print assets, doctor discussion guide, emails, banners
Made at: Eversana Intouch
Made with: Jessica Maxwell (VP, GCD), Terri Versace (AD), Carolin LeBlond (CD)