Art direction for Vanflyta’s promotional campaign
After Vanflyta’s July 2024 launch, our AREA 23 team was challenged to create a high-impact HCP campaign for ASH—the largest hematology conference in the U.S.—in just three months. The concept needed to do two things at once: educate clinicians about FLT3-ITD+ AML and promote the newly approved therapy.
We developed a key visual positioning Vanflyta as a precise predator laser-focused on targeting FLT3-ITD, the most aggressive AML (Acute Myeloid Leukemia) mutation. Working with Zombie, a São Paulo–based animation studio, we brought the visual to life through digital painting—achieving a CGI-level look on a rapid timeline.
The key visual shows Vanflyta as the powerful predator focused on attacking FLT3+ITD, the most aggressive AML mutation.
We produced brochures, interactive digital panels, and large-format video content for a massive LED installation. Blind Pig (London) animated the parallax motion, while Canja (Brazil) crafted immersive sound design to complete the experience.
The result: a booth that never stood empty. Attendees—and even competitors—were drawn in by the visuals and sound. Most importantly, the sales team reported an immediate lift in prescriptions and product demand.
