BRIUMVI - Take On RMS
BRIUMVI is a revolutionary medication for treating RMS with just two infusions per year, giving patients more time back in their lives. We brought that to life through a campaign that paired real, everyday moments with a memorable musical identity to make the benefit feel immediate and human.
Role
Writer & Director
Client
TG Therapeutics
Year
2025
The Challenge
As a new treatment entering a highly regulated and crowded category, BRIUMVI needed to establish credibility while staying within strict pharma guidelines. The goal was not just to stand out, but to create something that felt familiar, trustworthy, and clearly communicated its benefit to people living with RMS.
The Insight
People living with RMS do not want to spend their time in infusion chairs. They want to be out living their lives, enjoying the simple, everyday moments that treatment can often take away.
The Solution
We built a campaign that contrasted the realities of treatment with the freedom BRIUMVI makes possible. By pairing authentic, everyday life moments with a reimagined version of A-ha’s “Take On Me,” adapted into “Take on RMS,” we created a memorable and ownable brand identity that carried both emotional and functional messaging.
The result balanced the familiarity of traditional pharma visuals with a fresh, engaging tone, helping Briumvi connect with patients while reinforcing its core benefit in a way that was easy to understand and hard to forget.
One Step Further
Beyond the core campaign, we developed a range of social and patient-focused content designed to deepen the connection. This included bespoke social assets featuring real patient ambassadors, created to feel natural and conversational within the platform. We also captured a series of sit-down interviews with the featured patients, allowing them to share their stories in their own words. Together, this extended the campaign from awareness into something more personal, giving patients not just a message, but a meaningful resource.
