Hemgenix is the first and only FDA-approved treatment for hemophilia B. To illustrate the revolutionary treatment journey process for prospective patients, our team created an animated + live action video. In the video, we follow our main character (patient) throughout his treatment journey via a magical, mystical, DNA helix pathway. Mimicking the natural flow of blood–scene transitions were kept smooth, free flowing, and immersive to make the viewer feel as if they are diving deeper and deeper into the journey. We leveraged the already established brand colors and played up the richness and vibrancy of the palette to create the most visually stimulating experience for the viewer. The overall style strikes a harmonious balance between minimalism and visual intrigue with cel animated characters that convey strength, optimism, and warmth.
Client Hemgenix
Agency Fingerpaint
Live Action Director Haley Geffen
Managing Director Damijan Saccio
Animation Co-ed Studios
Creative Director Sam Stephens, Jaime Kent
Producer Bailey Kindlon
Writer Grace MaGee
My Role Design & Art Direction
What I worked on
Art Direction for:
+ Animation
+ Casting
+ Concept Development
+ Illustration
+ Sound Design
+ Storyboards