AYVAKIT ItsSMthing Unbranded Campaign
Systemic Mastocytosis (SM) is a rare disease estimated to affect approximately 32,000 patients in the United States. Because symptoms can vary widely and are often difficult to identify, the condition frequently goes undiagnosed or misdiagnosed.
FCB was tasked with developing an unbranded awareness campaign to help educate audiences about SM and increase recognition of this largely unfamiliar disease. For the campaign, we created a comprehensive visual identity and overall look and feel that was implemented across all social, digital, and print assets to ensure a cohesive and impactful brand experience.
Unbranded Photoshoot
We produced an extensive library of campaign imagery, and I was involved throughout the entire creative process. My role included supporting casting, shoot preparation, and wardrobe styling, as well as being on set during the photoshoot to help ensure the creative vision was executed seamlessly.
I also contributed heavily during post-production, assisting with image selection, retouching, and color refinement to create a polished and cohesive final asset library.
A key component of this unbranded campaign was driving awareness through social media. We developed a bold, visually engaging look and feel designed to feel fresh, modern, and highly scroll-stopping. The creative system leveraged strong graphic elements such as circles and blocks, paired with clear, accessible copy and impactful imagery to ensure the content stood out within fast-moving social feeds and communicated information quickly and effectively.