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A glimpse at the future of treating Alzheimer's disease

Aduhelm global launch campaign

Opening new possibilities in the treatment of Alzheimer's

Biogen's breakthrough therapy confronted some serious challenges: a controversial clinical study, a completely new treatment paradigm, and a complex new set of safety issues. And yet, as the first disease-modifying treatment for AD, the product heralded the beginning of a new era in care.

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We needed to declare the momentous promise of this transformation, while also signaling the confidence and authority that clinicians could rely on to help them with the challenges inherent to adopting a new treatment approach.

 

My team created a global launch campaign for the full gamut of HCP communications: neuros to nurses, assessment to administration, MOA to modular content.

We took a global-first approach, briefing creative groups around the world for ideation, engaging client teams in all key regions throughout the process, and testing the ideas in multiple markets.

 

The result was a campaign that inspired. Providers sparked to the product as fundamentally transformative, and rallied to the brand's authoritative voice of leadership.

Mechanism of Action

A monoclonal antibody that works miracles

I led a collaboration with the artists and animators at Hybrid to visualize the progression of the disease, and how the product was thought to affect it.

Campaign photography

The new face of Alzheimer's

The new AD patients are younger, sharper and still very much living their lives. Our campaign presented them with dignity and a positive outlook, a profound shift from common preconceptions.
 
Working during the pandemic, we partnered with renowned photographer Sandro Baebler to capture powerful portraits representing the vital new face of early-stage Alzheimer's around the world.