Be the Breakthrough
Breakthroughs of all sizes can lead to revolutionary advancements in oncology research. To support Genentech’s presence at the annual ASCO convention, our challenge was to convey the profound impact of these breakthrough moments — no matter how small — in an unexpected, captivating way that encouraged audience interaction.
GENENTECH
Event Production
Creative Direction
Visual Design
APPROACH
To address this challenge, we engaged artists touched by cancer: At ASCO, we curated a live art piece that integrated on-site breakthrough submissions. At an event in New York, we collaborated with a singer-songwriter, tattoo artist, and illustrator, all with cancer breakthroughs to share.
IMPACT
Following the events, Genentech HQ in South San Francisco exhibited the artwork. Employees and visitors could share their stories on a reprint of the ASCO artwork and learn about cancer breakthroughs through interactive displays.
