Abbvie Genentech
AML BCL-2 Times Square Campaign Art

I was asked to create unbranded campaign art for the launch of a new cancer drug highlighting the specific BCL-2 targeting action.

I created a Times Square filled with neon signs and marquees of the proteins involved with Acute Myeloid Leukemia. A majority of the signs are BCL-2 highlighting the role that BCL-2 plays in preventing apoptosis in cancer cells.

This artwork was used in digital, print, and OOH advertising.

I was responsible for Creative Direction, Art Direction, Design, and 3D.