Transformative Pharma Campaigns
At Big Arrow Group, I art directed and designed product launch campaigns for three breakthrough pharmaceutical brands: Cerezyme, Procysbi, and Abelcet. Each campaign addressed the unique challenges of introducing life-saving therapies in highly competitive and regulated markets. The work balanced scientific accuracy with patient empowerment, giving healthcare professionals clear reasons to trust these treatments while giving patients and caregivers hope for a stronger future.
From concept development to print, digital, and experiential activations, these campaigns demonstrated how creative strategy can elevate complex therapies into accessible, human stories.
Cerezyme
For Cerezyme, an enzyme replacement therapy for Gaucher disease, we reimagined an existing campaign to focus on patient empowerment. By highlighting individuality and strength, the creative reframed treatment as a path to inclusion and vitality, supported by digital and social extensions that reinforced patient communities.
The first round creative for the Cerezyme campaign is available to view in the PDF below.
Procysbi
With Procysbi, a treatment for cystinosis, our campaign emphasized hope and the future beyond disease. Using uplifting visual metaphors and even a proprietary 3D “monster” character to help educate children, the launch made a rare, intimidating condition approachable and gave patients and caregivers a more positive outlook on treatment.
Abelcet
The Abelcet launch positioned the therapy as a lifeline for patients with invasive fungal infections who could not tolerate conventional treatments. Campaign concepts explored themes of strength, safety, and cost-effectiveness from bold headlines like “Abelcet Saves” to playful conceptual treatments like “The Fungal Fighter.” The work helped reinforce Abelcet’s credibility as a trusted alternative in critical care.
The first round creative for the Abelcet campaign is available to view in the PDF below.
