360 Product Launch Campaign
Client: Argenx (VYVGART)
Role: Creative Director | Art Director

Objective
Launch the first-in-class treatment for generalized myasthenia gravis (gMG) and drive awareness among both HCP and DTC audiences.

Insight
Patients with gMG experience unpredictable limitations that disrupt everyday life, making “normal movement” deeply meaningful.

Idea
Picture Your Life in Motion positioned VYVGART as a breakthrough that helps restore freedom, control, and quality of life.

Execution
Led a fully integrated campaign across TV, digital, CRM, social, and patient storytelling, translating complex clinical data into clear, human-centered messaging.

Impact
-$44M in first-year revenue
-Strong adoption across HCP and patient audiences
-Established a scalable brand and content platform for continued growth