Assignment: As Janssen was grearing up to launch a new RA treatment with ground breaking efficacy against structural damage, we needed to create an HCP campaign designed to elevate the impact of structral damage in the minds of rheumatologists.

Strategic Problem: Our goal was to shed a light on the broader symptoms of structural damage—the human symptoms. By widening the focus of rheumatologists—to see the person beyond the joints—we hoped to help them rethink their treatment priorities and understand the damage of RA goes well beyond just structural. 

Creative Solution: We created a visual that dramatically uses light to help reinforce the idea that when you look outside what’s normally illuminated, there’s a whole different story going on. For rheumatologists, focusing too intensely on the joints may prevent them seeing the bigger picture for their patients—that structural progression is damaging their patient’s lives.

Winner: 2017 Clio Health Awards, Print (Pharmaceutical) (Bronze) , Print Technique (Pharmaceutical): Photography (Bronze); 2017 Global Awards, Photography (Finalist), Rheumatology (Finalist); 2017 Communication Arts Photography Annual (Silver); Featured in Lurzer’s Archive 3.2017