Role: Senior Art Director, designer
Context
Campaign for the launch of Imlygic™ (Talimogene Laherparepvec), the first approved gene therapy in oncology for certain melanoma cancers. Made from a genetically engineered herpes virus, the treatment is injected directly into certain melanoma tumors. The drug works in two ways: by replicating in cancer cells, causing them to burst, and additionally by stimulating an immune response in the patient, so the patient's body recognizes it. Working closely with a senior copywriter, we aimed to emphasize these 2 key aspects of this unique treatment.
Numerous options for the campaign concept were presented and ultimately chosen. Final work included designing and producing animated and still web banners, informational emails, print ads, and a patient and doctor-facing website for the treatment.
Below: Image of animated web banner with trigger response messaging.
Below: Image of animated web banner with immune response messaging.
Above: Email campaign with immune response messaging.
Above: Print ad concept.