BE YOU. EVEN WITH ASTHMA.

PROJECT: BE YOU CAMPAIGN
CLIENT: TEZSPIRE (ASTRA ZENECA)

THE WHY

For many people living with severe asthma, everyday triggers can quietly force them to avoid the environments, passions, and experiences that help define who they are. Tezspire needed a campaign that moved beyond clinical symptom management and reframed asthma treatment around identity, self-expression, and living fully.

THE INSIGHT

People are rarely defined by just one thing. The same person can love motorcycles and gardening. Heavy metal and kittens. Ice sculpting and tropical beaches. But asthma triggers often force people to suppress parts of themselves in order to stay safe.

THE IDEA

We created a campaign celebrating the beautifully unexpected combinations that make people who they are, highlighting individuals whose passions, hobbies, and personalities directly conflicted with common asthma triggers. By embracing contradiction and individuality, the campaign reframed asthma treatment not as avoiding life, but reclaiming the freedom to fully live it.

CASE STUDY VIDEO ↓

TVC :60

The decision to use animation reflects the breadth of the target audience for Tezspire, the first treatment for severe asthma that does not have any phenotype or biomarker limitations. The campaign reached 1.3 million Americans with severe asthma, regardless of the type of asthma they have.

EXECUTION

Character-driven campaign storytelling
Bold identity-focused visual system
Trigger-inspired environmental storytelling
Multi-platform brand campaign
Social and digital video extensions
Lifestyle-first healthcare messaging

ROLE

Creative Direction
Campaign Concept
Art Direction
Visual Development

BE YOU Campaign

HEALTHCARE CAMPAIGN