Goal of the project

Create an explainer series covering Bayer’s NUBEQA treatment for nonmetastatic castration-resistant prostate cancer (nmCRPC).

Challenge

Our challenge was to create a campaign for Bayer’s treatment that would be narratively compelling and visually exciting, while working within the strict guidelines of pharmaceutical advertising regulation.

Approach

In order to stay within the regulatory guidelines the campaign was split into two parts; branded, and unbranded. Branded videos could utilize the NUBEQA brand guidelines provided by Bayer, while unbranded videos would use similar visual elements but remain distanced from the NUBEQA treatment.

Branded videos would specifically reference the NUBEQA treatment, and would thereby require less specific claims, and for elements like Indication, Important Safety Information, and points of context to be added throughout the video. Unbranded videos would serve as educational content, speak more generally to caregivers about nmCRPC and be able to speak more.

Branded Accessibility

For the accessibility videos, we took an approach that utilized fully custom illustrative animation with a more fluid and expressionistic style.

We chose to animate these videos this way in order to better integrate the finer details and data points which outlined the accessibility of NUBEQA treatment.

This set of three videos were accompanied by upbeat music and voiceover narration, and each followed parts of the doctor-patient journey, weaving into and out of sequences of data, icon animation, and text on screen.

Unbranded

The unbranded took a broader approach to discussing nmCRPC treatment, rather than covering specific aspects of the NUBEQA treatment. For this video we utilized a similar visual approach to the branded accessibility videos…In this case, however, due to the unbranded nature of the video we created a completely different and unique color palette to work from.