The Tagrisso consumer campaign was developed around a positive and motivational message focused on helping patients navigate the realities of lung cancer with strength, clarity, and hope. Centered on simplifying everyday life while living with a serious diagnosis, the campaign aimed to create an approachable and empathetic experience that empowered patients through supportive storytelling, accessible information, and uplifting visuals.
Mario played a key role throughout the entire creative process, from early concept development to tactical execution. Leading a team of art directors, he helped shape and oversee the rollout of a fully integrated campaign ecosystem that included patient brochures, website experiences and digital content.
Patient adcepts
Patient website refresh + Campaign integration
Print ad: Full spread
Patient brochure sample
