Xgeva

About This Project

This oncology product from Amgen was all about precision, not only as a product benefit, but through it’s physiological and medical accuracy. The promotional campaign pin concept spoke to the product’s targeted approach, while dozens of sites around the body were modeled along with various types of specific bone lesions to portray exactly where and how the product worked. An enormous library of patient photography was shot to portray the burden of the disease and emphasize the importance of treatment, which later was featured in a Communication Arts photography annual. The scope of this account encompassed everything from product launches and teasers to video, congresses, print, and outdoor, domestic and global. CGI by Ken Rupp and Platinum, photography by Sandro Miller.