Amgen Breakaway from Heart Disease Campaign
Role: Creative Direction
Client: Amgen
Amgen’s Breakaway from Heart Disease™ campaign was developed to help make heart health a priority. Hall of Fame quarterback Joe Montana, the American Heart Association and Schwinn joined forces with Amgen to urge Americans to learn more about their family history of heart disease and get active through cycling. Montana wants others to take charge of their heart health and make meaningful lifestyle changes – just like his family did.
We worked with Amgen to develop the campaign as a complementary component to the Amgen Tour of California. The collective goal was to fundamentally change the future of America's heart health by helping people to find out more about their family's history of heart disease and encouraging them to get active through cycling. Through a series of videos, website, social media posts and a virtual component. People we encouraged to ride virtually by uploading a cycling photo and pledging their miles to www.BreakawayfromHeartDisease.com using #HeartHealthTour. Each time a photo was submitted, participants would trigger a $1 donation from Amgen to the American Heart Association.
Website design for the Amgen Breakaway from Heart Disease Campaign.
Along with developing the campaign and leading the creative direction I also photographed the video production to be used in magazines and websites for promotions.
