MAVYRET: The Liver Story – Online Video Campaign

Client: MAVYRET / AbbVie
Project Type: Animated Online Video
The Challenge: To visually simplify the complex science of the Hepatitis C (Hep C) virus and the mechanism of the MAVYRET drug, communicating its function as a fast-acting, 8-week cure for Hep C. The creative also had to undergo stringent Medical, Legal, and Regulatory (MLR) review.

• Animation & Style: Utilized clean, graphic 2D animation to clearly illustrate biological processes—from the liver's function to the viral infection and the drug's action.

• Art Direction: Focused on a simple and non-distracting visual identity, including detailed finessing of objects and scenes to meet strict MLR compliance.

Key Deliverables: Finalized, MLR-approved animated Online Video assets and cutdowns for the Innovid platform, adhering to specific video and audio specifications for successful campaign deployment.