Under WPP, we led a global pitch for AstraZeneca’s ENHERTU, focused on elevating the brand’s role in redefining what’s possible in breast cancer treatment. Our challenge was to translate complex science into emotionally resonant, globally scalable ideas, while remaining grounded in ENHERTU’s clinical credibility and AstraZeneca’s brand values.
We developed three distinct creative platforms, each rooted in the overarching brand strategy and designed to speak to different emotional and cultural entry points without fragmenting the global story. Every platform balanced scientific rigor with human truth, offering AstraZeneca flexible ways to show up across markets while maintaining a cohesive global narrative.
To bring the platforms to life, we produced bespoke hero videos for each concept, using elevated craft, cinematic storytelling, and ownable visual systems. These films demonstrated how each platform could live across patient, HCP, and disease-education touchpoints, showing not just the idea, but its real-world application and longevity.
PLATFORM ONE
PLATFORM TWO
PLATFORM THREE
credit to VML Creative DirectorsLOOK & FEEL DESIGN
