Assigned to participate as lead Art Director on the launch of Lucentis brand’s HCP communications, I helped develop concepts for the “Precision and Performance” campaign.
The concept features the image of a dancer—symbolizing precision and performance—while the retina suggests the resulting improvements patients’ experience. One of the many tactics in the campaign, the tradeshow booth, was awarded a five-star rating—the highest possible—by The American Academy of Ophthalmology.
After Lucentis won approval for two additional indications, I began developing a new franchise campaign for the brand. By moving the dancer into the retina, the hallmarks were embellished rather than replaced, providing a fresh look that retained the high recognition factor of the original campaign.