Alnylam uses RNA interference (RNAi) therapeutics to develop a new class of medicines. Their focus is on treating patients with debilitating rare diseases.
The team came up with the company tagline, Challenge Accepted. Our mission was to create a campaign that brought that ethos to life.
My Role: Art Direction / Concept Development / Creative Direction / Design
A break down of the meaning behind the tagline.
Bringing meaning to the message
We started by developing a manifesto that would guide the tone of the campaign. The name Alnylam comes from “Alnilam,” the center star in Orion’s belt. We wanted to use this theme of nature and aspiration, while also calling attention to the individual patients that are affected by Alnylam's mission to develop rare-disease medicines.
Challenge Accepted manifesto
Selection of some initial layouts, looks and copy.
Once we had approval on the campaign's overall look, we partnered with a photographer who's style matched our vision. We scouted locations and talent. In the end, we traveled to Washington state and shot video and stills that included hired talent and a patient.
Final campaign ad
Footage that we shot while on location in Washington was later used in promotional videos.
Accepting the challenge
Photos from the shoot are being used in many of Alnylam's marketing assets. The footage we shot was used in videos that were later developed to promote the company and its vision, both internally and to consumers and investors. The impact of the campaign has been far-reaching.