MSD Global TNBC HCP Campaign

Role: Creative Direction
Client: Merck

TNBC lies in stark contrast to other forms of cancer. It is characterized by absence - biologically, treatment options, societally, and hope. The traditional treatment approaches to TNBC are relegated to surgery with or without chemo, and recurrence rates remain high, resulting in TNBC being the diagnosis that is worst to give, and the hardest to receive. We developed a attention-grabbing, intriguing, and motivated concept to push the bar in treatment and treatment options. Utilizing CGI created dynamic medical imagery and a bold attention-grabbing headline we asked HCPs to,”Let’s Keep it Moving”.

Initial Sketches and Selected Concept