jakafi hcp

problem

not one, not two, but three agencies failed to sell a campaign to the client that happily married the severity of polycythemia vera with the benefits of jakafi.

solution

portray good/bad duality with a rut in a couch—symbolizing all the time patients spend stuck at home before jakafi.

my role

as the brainchild of the concept, i was also responsible for writing headlines, pitching to clients, and attending the shoot (virtually)