Alex Carvalho
DIGITAL DESIGNER & ART DIRECTOR
ALL
ALL
Roche
Tarceva (Lung Cancer)
A DIFFERENT BREATH
Campaign for a pharmaceutical to treat lung cancer, targeted at doctors.

THE BRIEF

Create a branded campaign for doctors reminding them of the product benefits.

ABOUT THE BRAND

Roche is a worldwide leader in pharmaceutical treatments and research.

SOLUTION

Previous campaigns were visually predictable (stock imagery, simple messages), and so there was an opportunity to push for a different concept: focused on the patient increased lifetime, which is exactly the 'true inspiration' for Roche. A more artistic approach on graphics and headline, by designing an lung-shaped illustration and 'scattering' the headline with the same visual language.

Both headline and body copy were done during the creative concept, without the need to team up with a copywriter.

The campaign, which started as a simple press ad, was so well received by the client that it became the core concept for the product future communication, namely marketing & events materials as well as billboards.

SKILLS USED IN THIS PROJECT
Art Direction
Illustration & Graphics
Typography
Creative Lead
Design Lead