BIOGEN MSInspiration
“the fighter” campaign
The Campaign
For people living with MS, every day is a fight. A fight to get out of bed, a fight to walk and — most importantly — a fight to stay connected to their family and loved ones. Our team captured three incredible individual’s stories and discovered they all share a remarkable mindset: the fight to keep living rather than fight to prevent death. These raw, emotional documentaries sought to sell “the fighter” mindset, rather than simply push a drug treatment.
This campaign won multiple awards, including a Cannes Lion, Clio, and National AAF.
My role
Associate Art Director
CASE STUDY
Meet the fighters
