For the Bayer Direct to Consumer campaign pitch, I crafted a powerful narrative that centered around the personal journeys of patients battling non-small cell lung cancer (NSCLC). The campaign emphasized the importance of understanding each patient’s HER2 mutation and seeing their story from within—because every individual has a unique path to walk.

I highlighted the profound impact of personalized treatments, addressing the challenges faced when patients are treated with non-specific therapies, often leading to harsh side effects. In contrast, the campaign underscored how targeted treatments can honor each patient’s narrative, offering them a chance to continue their journey with greater hope and fewer obstacles.

The core concept was a circular campaign, symbolizing the ongoing journey of the patient from diagnosis through treatment and beyond. The circular elements and colors were intentionally designed as a nod to Bayer's iconic branding and logo, reinforcing a sense of unity, continuity, and precision. It wasn’t just about treating the disease, but recognizing the humanity behind the diagnosis and supporting them every step of the way.