ADVATE

ADVATE is a medicine used to replace to prevent and control bleeding in adults and children with hemophilia.

With a creative team I spearheaded the rebranding of ADVATE. We evolved the brand voice from product features to real patients and caregiver experiences, emphasizing empathy and human connection. I collaborated with a copywriter to create initial concepts of male patients living healthy, vibrant, active lives beyond hemophilia. The message:“The ADVATE Choice. ADVATE gives you agency and peace of mind.” I directed photoshoots of real patients and led the development of a testimonial-based campaign highlighting genuine patient voices.