ADVATE

ADVATE is a medicine used to replace a clotting factor that is missing in people with hemophilia. It’s used 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 patients living healthy, vibrant, active lives beyond hemophilia. 80-90% of hemophilia patients are male so I chose male dominated imagery showing activities that were safe for hemophilia. The message was,“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.