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GOAL
Create an explainer series covering
Bayer’s NUBEQA treatment for
nonmetastatic castration-resistant
prostate cancer (nmCRPC). The
purpose of the series was to inform
prescribers and caregivers on the
Challenge
Our challenge was to create a
campaign for Bayer’s treatment
that would be narratively
compelling and visually exciting,
while working within the strict
guidelines of pharmaceutical
advertising regulation.
Our Approach
In order to stay within the regulatory
guidelines the campaign was split
into two parts; branded, and
unbranded. Branded videos could
utilize the NUBEQA brand guidelines
provided by Bayer, while unbranded
videos would use similar visual
elements but remain distanced from
the NUBEQA treatment.
Branded videos would specifically
reference the NUBEQA treatment,
and would thereby require less
specific claims, and for elements like
Indication, Important Safety
Information, and points of context to
be added throughout the video.
Unbranded videos would serve as
educational content, speak more
generally to caregivers about
nmCRPC and be able to speak more
Branded Tolerability
and Efficacy
For the Tolerability and Efficacy
installments of the series we
chose a visual approach which
combined live-action footage
with text and other animated
elements. By taking this
approach we were able to add a
strong element of humanity to
the videos. Showing men in
different age groups spending
quality time with their family and
loved ones created the
opportunity to show the benefits
of the NUBEQA treatment, and
remind caregivers what the goal
Each video was accompanied by
powerful, motivational music that
matched up to the bold and strong
visuals associated with the NUBEQA
Branded Accessibilty
For the accessibility videos, we
took an approach that utilized
fully custom illustrative
animation with a more fluid and
expressionistic style. We chose to
animate these videos this way in
order to better integrate the finer
details and data points which
outlined the accessibility of
NUBEQA treatment.
This set of three videos were
accompanied by upbeat music
and voiceover narration, and each
followed parts of the
doctor-patient journey, weaving
into and out of sequences of data,
icon animation, and text on
screen. This approach gave the
Unbranded
The unbranded took a broader
approach to discussing nmCRPC
treatment, rather than covering
specific aspects of the NUBEQA
treatment. For this video we
utilized a similar visual approach
to the branded accessibility
videos…
In this case, however, due to the
unbranded nature of the video
we created a completely
different and unique color
palette to work from. This gave
the final video the appearance of
being part of a separate ‘brand’
while still feeling like it is part of
Services Provided
Concept & Creative
Development
Scripting
Storyboarding
Graphic Design
Illustration
2D Animation
VO Auditions & Recording
Deliverables
Unbranded
Branded Tolerability and Efficacy
Branded Accessibility
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Duracell