HER2-mutant advanced NSCLC is a deadly lung cancer mutation that was first identified way back in 2004. Despite this, HER2 hasn’t seen the same progress as other mutations. All patients can do is wait for a miracle. Or, The End. After 20 long years of stasis, this campaign needed to inspire real momentum. And our portrayal of patients was key to achieving that. Treatment is lagging. Patients’ lives are lagging. And so, our campaign does too. With a bespoke algorithm, we randomly disassembled pixels within the photography itself – emulating the inescapable and unpredictable reality of HER2 patient’s wait. We continuously tweaked the parameters of our code to stretch and reorganise different pixels in different ways. Then we meticulously selected and overlapped these unique lags to bring to jittery life the static moments HER2 patients feel the most trapped. Our lagging effect is born from the imagery itself. Each glitch blurring the lines between patient and place, acting as a physical barrier to moving forward. But in all this lag, we left a glimpse of expression untouched. Creating a bond of hope between the oncologist and patient, and inspiring our audience to help end the wait. We placed these dramatically different visual stories exactly where we knew oncologists would be – at congress, online and in global oncology meetings. And, in the end, we didn’t have to wait long to see results: • 2 congresses • 9 days • 47,859 video views • 257,135 online engagements. All for a mutation no one was talking about. Really though, our client said it best, “The results are almost as powerful as the story their eyes tell.”