Best Pharmaceuticals Website

We were tasked with launching a website for SELARSDI—an FDA-approved biosimilar to Stelara. Our client wanted to engage with health care providers on a more emotional level to create a meaningful connection to the brand—and stand out in a sea of sameness.

Standing out from the pack required a bold approach: to create only their second unique brand campaign within their biosimilar portfolio.

The creative execution leverages tone of the most iconic paintings in the world, Gustav Klimt’s Portrait of Adele Bloch Bauer, also known as Woman in Gold, to make its point: SELARSDI is a masterpiece of similarity to Stelara.

In the visual treatment for the campaign, the framed Woman in Gold serves as the stand-in for the “original” Stelara. SELARSDI is represented in the foreground as a model—an almost identical reproduction to the original in modern-day form.

Our almost identical version of the famous Klimt portrait was brought to life via 3D/CGI/AI modeling, photography, and postproduction FX. Both the original Woman in Gold and the updated version share the same likeness, space, lighting, and atmosphere of a gallery.

The results were nothing short of remarkable. Armed with a creative campaign unlike anything their customers had seen before, the site achieved a 19% unique engagement rate. Of those who engaged, the average open rate was over 34%. “Masterpiece of Similarity” also led to newfound interest in Teva biosimilars on a differentiating brand level, helping to solidify Teva’s place as a game-changing company in the biosimilar space.

Contributors:

CCO:	Dina Peck
SVP, Group Creative Director:	Tyler Maxson
VP, Associate Creative Director:	Samantha Izurieta
VP, Associate Creative Director:	Matthew Connor
Senior Art Director:	Hannah Li
Group Account Supervisor:	Justin Sontupe
Sr. Video Editor:	Nate Platzner
VP, Associate Editorial Director:	Jennifer Casey

PATIENTS & PURPOSE

Location: United States