Client  //  GENENTECH

Be the Breakthrough

At Genentech, breakthroughs of all kinds can lead to groundbreaking advancements in cancer research. To highlight the importance of these moments, we embarked on a unique awareness campaign activated across live events and a robust social media and print campaign. To achieve our goal, we worked with a team of talented artists, all personally affected by cancer, to create work that conveyed our breakthrough message in a uniquely captivating way.

ASCO Conference

To represent Genentech BioOncology at ASCO, the premier oncology conference, we commissioned the super talented artist, Josh Cochran, to paint a live piece that served as a powerful representation of the collaborative nature of cancer research and the importance of individual contributions.

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Media Event

After ASCO, we held a New York media event, featuring artists like a singer-songwriter, a tattoo artist, and an illustrator, who created impactful artwork highlighting breakthroughs in cancer research. The event also showcased immersive wall graphics, demonstrating progress and advancements in the field.

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Interactive Video Wall

Finally, we created an interactive display at Genentech HQ, engaging employees to share their own cancer breakthroughs and demonstrating the power of collective action in advancing research.

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