Art direction for Vanflyta’s promotional campaign
After Vanflyta’s July 2024 launch, our 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 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. I was in charge of all the campaign’s art direction and collaborated closely with all vendors from beginning to end.
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. The campaign ultimately earned Gold for Product Launch at the MM+M Awards
Creative agency: AREA 23
Illustrations: Zombie
Animations: Blind Pig
Award: Gold for Product Launch at the MM+M Awards
