INSIGHT
Historically, late stage metastatic urothelial carcinoma (mUC), a form bladder cancer has been considered left behind in the emerging precision medicine understanding of individualised care across Oncology. Understanding individualised patients disease details has long been beyond Oncologists treating mUC.

IDEA
Our idea was to build on our strategic positioning of ‘There is dignity in the details’.

With new precision medicine treatments coming to this late stage cancer offering new understanding of individual disease drivers, our idea was to show that Oncologists can now see their patients in more detail than ever before. We decided to bring this to life beautifully in a photographic campaign, shooting our patient profiles in 2 states:

State 1: Problem State - A Lack Of Clarity
State 2: Solution State - Absolute Clarity

Shot by Alex Telfer, we focused on shooting our portraits as if in dialogue. Helping HCPs understand that with newly emerging precision medicine details new conversations, and new treatment options can be discussed with their patients.

Work produced for HAVAS Lynx Group and Janssen Oncology.