Multiple myeloma (MM) is a chronic and unpredictable form of cancer. The past 10 years have filled the market with several treatments that utilize the same pathways and targets, but with no clear treatment algorithm, most physicians “mix-and-match” therapies.

DARZALEX® entered the market during another transformation in MM—3 therapies were approved in a November 2015. As the first monoclonal antibody to be approved for MM, DARZALEX® was highly anticipated by physicians, who were impressed by the unprecedented single-agent efficacy demonstrated by this agent.

Our goal was to align the awe-inspiring efficacy of DARZALEX® with an image that also inspired awe. We wanted to stand out, lead as a first-in-class agent, and bring clarity that paved the way for improved efficacy and patient care. We wanted give hope to patients and have physicians be eager to discover the possibilities of DARZALEX®.