Be the Breakthrough

    Breakthroughs of all shapes and sizes can lead to revolutionary advancements in cancer research. Our challenge in our work with Genentech was to convey that message in a unique, captivating way. Our solution was to tell the story through work created by artists personally touched by cancer. For ASCO, a large oncology conference, we commissioned an artist to create a live piece that incorporated breakthroughs submitted on-site. For a media event in New York we commissioned a singer-songwriter, a tattoo artist and illustrator to do the same. Finally, to wrap the campaign and highlight its success, we created an interactive display and video wall on-site at Genentech HQ where employees were encouraged to continue sharing their own cancer breakthroughs.



Project Type

Awareness Campaign


Creative Director