Assignment: Create an impactful HCP campaign that helps rheumatologists understand that rheumatoid arthritis is not just a physical disease—there are emotional symptoms to the disease as well.

Strategic Problem: For years, HCPs have believed that rheumatoid arthritis (RA) was just a physical disease. When patients would complain that they felt sad and depressed, rheumatologists would think “my patient’s just being dramatic”, and send them off to a psychiatrist. Emotional issues just weren’t their problem. New research, however indicates that RA is not just a physical disease, that the disease causes patients to suffer emotional effects as well.

Creative Solution: We needed to get doctors to understand that RA is not just about the joints, it’s about emotions too. We brought the deep emotions of RA to life in a memorable way by harkening to the emotional range of the dramatic arts. And by placing iconic moments of “drama” right in the joints, we compel rheumatologists to associate a strong emotional component anytime they think about classical disease elements, such as joint damage.

Winner: 2017 Cannes Health Pharma for Print & Outdoor Craft: Illustration (Shortlist); 2017 Clio Health for Print Technique (Pharmaceutical): Art Direction (Silver), Print Technique (Pharmaceutical): Illustration (Shortlist); 2017 Global Award for Illustration (Award), Rheumatology (Award), Art Direction (Finalist); 2018 The One Club Health, Wellness & Pharmaceutical: Print and Outdoor (Merit)