Gilead: The Unsolved Mystery of MDS Treatment
Role: Art Supervisor
Agency: Harrison & Star
Brand: Gilead Sciences
MDS in Focus is an unbranded campaign/disease awareness and education campaign targeting primary care providers, hematologist, and oncologist. This campaign was featured in Vol. 5+6 2021 of Lürzer’s Archive.
SITUATION
With no new therapies for myelodysplastic syndrome (MDS) for nearly 15 years, researchers, physicians, and patients are hungry for clues.
IDEA
Our goal was to prepare the market for the arrival of a new entrant that will treat the disease in a different way. We executed this by portraying MDS as a cold case that’s suddenly heating up.
SOLUTION
By visually blending elements from the detective world and the oncology world, we drew on inspiration from film noir and pop culture references such as Dexter, The Sopranos and The Usual Suspects to guide the creation of an authentic and gritty set design. World renowned photographer Alex Telfer captured hundreds of images and footage that will be incorporated into a multi-channel campaign to be used in a variety of communications over time.
The print ad was featured in multiple publications, including ASH Clinical News, the Journal of Clinical Oncology, and Blood. The ad features the doctor detectives following the red thread on the corkboard, and investigating the clues for treatment innovation. The supporting copy emphasizes the need for clinical breakthroughs and informs readers that Gilead is up to the task. Notably, this print ad was selected to be featured in Lürzer’s Archive most recent publication.
Videos
The campaign was stretched across 3 phases. Each phase our messaging gets closer and closer into solving the case against HR-MDS. Our campaign videos also reflects that as we uncover more details at every video, leaving important clues for HCP to find out more.
Expand our unbranded story to include pathology of MDS and possibilities for changing the course of the disease
Introduce language surrounding CD47, ‘don’t eat me’ signals, and potential to leverage macrophages in the treatment of liquid tumors
Paid Social & Email
Congresses Presence & Experience
2021 ASH Gilead Booth 3D rendering created by Derse.
2022 ASCO Gilead Booth Rendering with the Unsolved Mystery of MDS Treatment on disease education section
The booth debuted at the 63rd Annual ASH Meeting, with the intent to increase awareness of the unmet need in treatment of higher-risk MDS and highlight Gilead’s research into a new, targeted therapy for patients. The booth brought the Unsolved Mystery campaign to life, making attendees feel as if they were in a detective’s office instead of a conference hall. An interactive, digital corkboard encouraged attendees to uncover information about the investigation into MDS on their own, and an accompanying quiz tested their knowledge on the case. Each component of the booth drove attendees to the website to learn more and sign up for updates, expanding the reach of the campaign.