KADCYLA is an elegant yet complex treatment for patients who have HER2+ metastatic breast cancer. It is an evolved version of targeted therapy that selectively targets the HER2 receptor on tumor and releases a potent chemotherapy inside the cells. This damages the tumor while sparing normal /healhty cells . Our creative strategy was to convey that the drug had an elegant design, giving it the preternatural ability to outsmart cancer. The resulting "hybrid" concept succeeds in conveying that the drug was an entirely novel entity - unlike anything that had been seen before.

Sudler worked with ReThink Studios to render the KADCYLA hybrid in 3D, and animate multiple scenes for the launch video. The final artwork was incorporated into a coordinated advertising effort across print and digital mediums, including a booth presence at major conventions.

Oncologists have never before seen a treatment like KADCYLA, so it was appropriate to represent it as something truly unique.

We reached oncologists through non personal channels via journal advertising, website, and the professional convention experience

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