+ GENENTECH

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.

PROJECT TYPE

Event Production
Creative Direction
Visual Design

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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.

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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.

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Kris Poorbaugh is a designer and creative champion.
He's currently open to partnerships, projects, and pizza. 

HOME            PROJECTS            LINKEDIN            EMAIL

Kris Poorbaugh is a designer and creative champion. He's currently open to partnerships, projects, and pizza.

HOME            PROJECTS            LINKEDIN            EMAIL