GSK—Hepatitis B (DTC)

Brief:

There hasn’t been a major breakthrough in treatment for Chronic Hepatitis B in decades leaving patients feeling overlooked and seeing the disease as something they just have to live with. Patients balance projecting a healthy image while carrying private fears and an underlying anxiety that their disease will progress and take away the strength they try so hard to maintain.

Idea:

Since this disease predominantly affects the Asian immigrant population in the U.S., we wanted to highlight the strength these patients have always had within them that can now be unleashed with a ground breaking chance at functional cure of CHB. The visuals had to balance between inspiring, but tasteful cultural personifications of each patient’s inner strength.