HEALTHCARE CAMPAIGN

A BLADDER CANCER TREATMENT THAT GOES WITH YOU.

PROJECT: BLADDER CANCER TREATMENT CAN LOOK LIKE THIS.
CLIENT: INLEXZO® (JOHNSON & JOHNSON)

THE WHY

INLEXZO® represented a completely new treatment paradigm for bladder cancer patients whose disease had stopped responding to BCG. We were tasked with launching the brand from the ground up, building everything from its visual identity and voice to fully integrated HCP and patient campaigns that positioned INLEXZO as an innovative treatment designed to work with patients’ lives, not disrupt them.

THE INSIGHT

Patients living with NMIBC weren’t just looking for efficacy. They were looking for a treatment that respected their time, preserved their dignity, and allowed them to continue living actively and independently. The idea that treatment could exist in the background while life continued in the foreground became a powerful emotional contrast to the limitations and burden often associated with standard bladder cancer care.

THE IDEA

We created a bold lifestyle-driven campaign system centered around immersive POV moments that celebrated patients staying fully present in their lives while receiving treatment. By pairing emotionally optimistic storytelling with the innovation of INLEXZO’s unique drug-releasing system, the campaign reframed bladder cancer treatment as something that could move in rhythm with patients’ routines instead of pulling them away from the moments that matter most.

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PATIENT BROCHURE

EXECUTION

• Brand identity and visual system development
• Integrated HCP and patient launch campaign
• Immersive POV lifestyle photography system
• Product innovation and mechanism storytelling
• Multi-channel print, digital, and social ecosystem
• Global brand voice and messaging platform

ROLE

Creative Direction
Brand Development
Campaign Concept
Art Direction
Visual Identity Design
Launch Strategy