The Challenge: Developed as a lead visual concept for a competitive pitch, this project aimed to win the account for a Parkinson's disease therapy (Ongentys). The brief was challenging: translate dense, abstract pharmacokinetic (PK) data—specifically the narrowing therapeutic window and complex fluctuation indices—into a compelling narrative for Healthcare Professionals (HCPs). The solution needed to strictly adhere to the brand’s cool-toned identity while breaking the mold of sterile, traditional medical charts.
Design Strategy & Solution:
Visualizing the Invisible: I proposed a "Graphic Journey" concept that reimagined biological mechanisms as stylized geometry. By transforming raw clinical data (peaks and troughs) into elegant, flowing animations, I made the drug’s core value—a 46% reduction in fluctuation—instantly tangible and easy to digest.
Art Direction with Warmth: To differentiate the brand in a sea of cold clinical 3D, I established a "tactile" art direction. I utilized a frame rate of <24 FPS to create a stop-motion feel and applied a subtle film grain overlay for texture. This "lo-fi" approach humanized the data, making it feel crafted rather than computed.
** disciplined Creativity:** Working within a limited brand color palette, I used gradients and "smart shading" to create depth and hierarchy without introducing visual noise. This pitch demonstrated how strict constraints can drive innovative, clear, and aesthetically pleasing scientific storytelling.
