Kalydeco
Live Action + story telling
10 year anniversary
Context
Kalydeco (Ivacaftor) is a groundbreaking medication for Cystic Fibrosis (CF)—it’s the first to treat the underlying cause of CF rather than the symptoms of the disease. 2022 marked the 10th anniversary of the medication’s approval by the U.S. Food and Drug Administration (FDA), and communicating this milestone internally was one of Vertex Pharmaceuticals' key objectives for the year, but they didn’t quite know how to do it.
Services
️• Creative Development
️• Copywriting
• Film Production
• Video Editing
•️ Animation
• Sound Design
• Emotional Response Facilitators
• Conflict Resolution
Strategy
Working directly with Vertex's Cystic Fibrosis and Patient Advocacy teams helped us understand their objectives and craft a solution. Where legacy products and major milestones are concerned, it can be challenging to align on the tactical approach because there are years of information to sort through. We helped them focus their message and align on one key objective: to move the audience emotionally.
Solution
The initial idea was to create an informational animated video infused with patient testimony—but this idea lacked the storytelling needed to elicit an emotional response. Working with the Patient Advocacy team, we identified an actual Kalydeco patient and built a story that placed a face to the therapeutic success of Kalydeco. By showing the impact this transformative therapy has on people with CF and their families, this approach inspired the audience and created an emotional connection with Vertexians. And we knew we’d have a captive, informed audience, so we were able to make a longer video that was contextually broad and focused on storytelling techniques.
