ORENCIA: Enlightening Consumer TV

Most RA patients are still in the dark about ORENCIA despite years on the market. Nearly all have never heard of dual seropositivity. We aimed to change that.

I served as Creative Director overseeing a very talented duo of creatives who got the rare opportunity to turn a static concept into a very "alive" animated journey through a patients experience with ORENCIA. It demonstrates the dark time before ORENCIA, when our heroine was unaware of both the brand and the reasons to consider it. Then it showcases the doctor as hero as he weighs the importance of her blood tests and diagnostics, particular focusing on her dual-seropositive status. Finally, we see how ORENCIA empowers her to achieve a new balance in her life with RA no longer overshadowing what she wants to do. Watch the :60 spot above. It was the first Pharma spot to run on Hulu (albeit the one with ads, who doesn't pay for ad-free?).

Here's how the rest of the consumer campaign helped bring the need for ORENCIA to light. Watch the patient ambassador video below to see a real dual-seropositive patient explain what the medication was able to achieve for her.

Plus, the flip side of the campaign designed as an enlightening wake up call for rheumatologists. See the rest of the dark-to-light campaign.

This campaign is the intellectual property of Calcium USA and Bristol-Myers Squibb.