Genentech

    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.

Client

Genentech

Project Type

Awareness Campaign

Role

Creative Director