The Problem: People feel limited by the unpredictability of generalized myasthenia gravis (gMG). The symptomatic ups and downs of existing treatments can be incredibly disruptive.
gMG is a rare disease, so many patients struggle to get the validation, recognition, and care they deserve.
70% of patients were not satisfied or only somewhat satisfied with their current gMG treatment plans.
The Approach: These hard-to-reach patients needed to know about the continuous symptom control and the freedom of just 6-7 infusions per year that ULTOMIRIS offers.
So we turned our consistent dosing requirement into an ownable proposition–and put it on TV.
Two spots invite people with gMG to think about their lives—and their condition—differently. This moment of national representation helped them find their voices to finally demand a treatment that works for them.
The Work: Leveraging the inherited “ULTOMIRIS IS” campaign, the creative translated the promise of long-term predictability into an ownable visual technique that feels both confident and unmistakable.
It showed that nothing can hold those with gMG back as they go through their day with effortless swagger.
Each spot focuses on 1 character: Rikki or Jack. We follow them through thoughtfully choreographed sequences that move smoothly from one season to the next—without ever breaking their stride—with continuous symptom control.
CREDITS
Director: Ben Tricklebank // https://bentricklebank.com/
Photographer: John Blaize // https://www.johnblais.com/
CGI: Fuse // https://www.fuseanimation.com/
