The Ask

Create HCP and patient concepts for the launch of Ionis Pharmaceutical’s forthcoming breakthrough treatment, Tryngolza, for familial chylomicronemia syndrome (FCS), a genetic disorder that prevents the body from metabolizing fat, leaving affected patients at severe risk of acute pancreatitis (AP). Tryngolza will be the first FDA-approved treatment option for people living with FCS who, despite managing FCS with restrictive diets, are often chronically hospitalized from AP events.

The Concepts

The HCP concepts affixed cutlery at the center of the campaign. Many of life’s special moments happen over a meal—a simple joy that people living with FCS don’t get to experience due to the constant worry of AP events and other daily challenges. Tryngolza now empowers HCPs to offer their patients with FCS a taste of life without the fear of a life-altering event.

The patient concepts used recognizable historical portraiture to communicate the idea that history is written by the victors. One’s past might have been plagued by AP events, hospitalizations, missed opportunities, and a life interrupted. But with Tryngolza, your future will be what you make of it.

Art Director: Kevin He.