Creative Brief:  Ultomiris is a highly effective, life-long treatment atypical-HUS. Just one IV treatment every 8 weeks. But patient communication has been very data heavy.  Rebrand and simplify the message.

Creative Challenge: Facing competition for the first time, a once-daily pill threatened market share. 

Creative Solution: Think less about your treatment and disease. If the drug is working very well, and you're not reminded by a pill everyday—you can pretty much forget you're living with this disease.​​​​​​​