You Still Can Be
A campaign that honors what remains and whats to come.
Client
LEQEMBI (Eisai & Biogen)
Role
Creative Director / Brand Identity / Concept Development / Film & Print Oversight
The Brief
Alzheimer’s isn’t just a diagnosis. It’s a disruption, of memories, relationships, identity, and hope. Eisai and Biogen, co-developers of LEQEMBI, sought to change the conversation. With the first and only FDA-approved treatment proven to slow the progression of early Alzheimer’s disease, the goal wasn’t just awareness. It was urgency with empathy.
The ask was to create a campaign that would educate, inspire, and resonate deeply with both patients and their care partners at the earliest, most pivotal moments in their journey.
The Goal
Create a patient-first campaign that transforms clinical data into human possibility, showing that patients aren’t just declining, they’re still becoming. The campaign needed to live in high-impact, action-driving spaces—neurology offices, infusion centers, digital hubs—and make the case for earlier diagnosis and treatment with empathy, clarity, and warmth.
The Idea
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The Idea *
You Still Can Be
A simple, powerful statement, and an emotional invitation.
“You Still Can Be” honors what remains and whats to come.
It’s a rallying cry for people living with Alzheimer’s and those who love them. You still can be a partner. A painter. A poet. A parent. You still can be yourself.
This creative platform allowed us to balance scientific benefit with emotional truth, delivering hope grounded in real treatment potential.
The Strategy & Execution
The Strategy & Execution
To bring You Still Can Be to life, we knew we had to do more than advertise, we had to witness. Rather than scripting a story, we immersed ourselves in the real lives of people living with early-stage Alzheimer’s and their loved ones. Over the course of four weeks, we traveled coast to coast capturing the day-to-day joys, rituals, and resilience that still remain after diagnosis. This wasn’t about portraying loss. It was about honoring what’s still there. From our patient-first production model to a digitally accessible UX, every decision was grounded in empathy, clarity, and emotional truth.
Real People, Real Stories
We traveled to capture the stories of seven people (and counting) living with early Alzheimer’s and their care partners—Bob, Audrey, Richard, Lola, and more.
Their lives weren’t reduced to soundbites. We filmed hours of quiet mornings, family dinners and neighborhood strolls.
The camera didn’t tell the story, they did.
Shot with a hybrid of 8mm film and handheld digital, the aesthetic avoided polish in favor of intimacy. Every frame captured a moment that still mattered.
“Seeing these photos brought us right back to those days, this experience was magical for our relationship, Richard and I felt as though we had fallen in love all over again- thank you all for the kindness & gentleness you shared.”
-Christine, care partner to Richard living with MCI
Showing Up Where Decisions Are Made
This wasn’t just a feel-good brand film. It was a campaign ecosystem built for conversion:
Digital + Print Wallboards in high-traffic neurology office exam rooms and infusion suites
Waiting Room Films that used ambient sound and story to disarm and engage
LEQEMBI.com redesigned with cognitive accessibility in mind: simple nav, large fonts, and emotionally intelligent messaging
Social Cutdowns + CRM that extended the voice of the campaign into real caregiver feeds and inboxes
Patient Education Materials that empowered questions, not just passive viewing
From Awareness to Empowerment
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From Awareness to Empowerment *
Changing how the world sees cancer wasn’t about sympathy, it was about visibility, honesty, and hope. This Is Living With Cancer showed what survival really looks like: messy, beautiful, and full of life. When stories are told with heart, they don’t just resonate, they transform.
And that’s how you help people feel seen. Really seen. This is living.