o General Neurologists who counsel and treat people living with Multiple Sclerosis (MS)

o MS-ologists (MS Experts) including nurses and medical team members

The video was deployed in several settings:

o At MS-specific medical conferences

o In sales settings, viewed on the iPads of sales representatives

At GILENYA.com

GILENYA made history as the first pill for relapsing MS in 2010. The STORY OF GILENYA was created to help reinvigorate the brand.

It turned out the history of GILENYA went back centuries, and had its roots in ancient Chinese herbal medicine. We pitched our idea to craft a beautiful video and effort to remind physicians about this amazing medicine with an amazing history.

We tapped the art of storytelling, all the way back to the 15th century, to recount the story of the product’s discovery and its humble roots.

Inspiration was drawn from traditional East Asian prints and drawings, integrating traditional, perspective-flattened illustrations and contemporary graphics. We created a modern version of traditional Asian screen painting.

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Sometimes, the story behind a medicine’s discovery is just too intriguing to ignore. That was the opportunity with the STORY OF GILENYA.

It turned out the history of GILENYA went back centuries, and had its roots in ancient Chinese herbal medicine. We used this fascinating and largely unknown history to craft an artistically-driven narrative to highlight GILENYA’s unique, natural origins.