Trikafta Campaign Development and Brand Launch

Project Background:
Trikafta is Vertex’s newest brand in its CF portfolio of products. Trikafta is a triple combination regimen of three drugs in order to create a more efficacious solution for CF patients.

My Role:
As the creative lead for Vertex’s CF portfolio, I was in charge of ensuring the successful launch of Trikafta into the marketplace. I oversaw the creative direction of the campaign, photoshoot, visual identity, and all of Trikafta’s HCP-facing assets, tactics, and materials.

Concept and Creative Direction

Lifestyle shots of patients atop chloride ions brings humanity to the science and MOA of the product, depicting the improved quality of life that Trikafta can offer people living with CF. The feeling is light and airy, happy and healthy. Matching blue and pink tones are tastefully pulled through into props and wardrobe to enhance a unified brand experience.

Directing the Photoshoot

As the art team lead I was involved with the shoot every step of the way from photographer selection, casting, props and wardrobe, on set direction, and retouching.

Bringing the Campaign to Life

Once the campaign hero images were developed, matching visual identity assets were created including patient Imagery, iconography, and data visualization. These assets were then pulled through into tactics including a style guide, brand book, clinical brochure and campaign intro video.

.