Zejula: a sensitive explainer for cancer patients

An explainer video created for GlaxoSmithKline (GSK) to be distributed to patients being treated with the cancer drug Zejula. The video needed to be sensitive, but also factual and legally sound.

This was a collaboration with animator and filmmaker Liz Smith.

This project involved creating a client film for GlaxoSmithKline (GSK)'s drug Zejula, aimed at patients taking the medication. Collaborating with the talented animator Liz Smith, we crafted a visually engaging and informative piece. Leveraging the power of Adobe Illustrator and After Effects, I focused on designing the illustrations, while Liz expertly brought them to life through animation.

Our primary aim was to create a client film that resonated with patients taking GSK's Zejula, a drug developed to prevent the return of breast cancer in patients.

We wanted to convey a sense of femininity, health, and overall wellbeing, reflecting the drug's purpose and empowering the target audience. Through the careful use of visuals and animation, we aimed to provide patients with a visually captivating and informative experience, ultimately helping them understand the benefits and usage of Zejula.

The client, GlaxoSmithKline, was immensely impressed with the final result and recognized the value it brings. Consequently, they chose to showcase the film on their website, allowing a wider audience to benefit from the content.

Due to the nature of the clients industry, we faced a couple of creative challenges.

Legal Restrictions:

One of the significant challenges we faced during this project was navigating the legal restrictions surrounding communication about drugs. As Zejula is a pharmaceutical product, we had to ensure strict adherence to the guidelines and regulations set forth by regulatory bodies. This meant carefully reviewing and incorporating the necessary disclaimers, complying with specific messaging requirements, and ensuring the content aligned with the approved communication standards. We worked closely with the client and legal experts to ensure that the client film met all necessary legal obligations while still effectively conveying the intended message.

Complex Terminology:

Another challenge we encountered was finding the right balance between accurate medical terminology and providing easily understandable information for the target audience. Zejula addresses specific health concerns, which necessitated the inclusion of medical terms and concepts.

However, we wanted to ensure that patients could comprehend the information without feeling overwhelmed or confused. To tackle this challenge, we took a unique approach by using non-traditional style graphics that leaned more towards a wellbeing theme rather than a purely medical one. By incorporating soothing colors, organic shapes, and elements associated with wellness, we aimed to create a visual language that resonated with the target audience.

This approach helped bridge the gap between complex medical terminology and a more approachable and relatable presentation. Through thoughtful design choices and visual cues, we successfully conveyed the necessary medical information in a clear and accessible manner, empowering patients to understand the benefits and usage of Zejula.