ULTOMIRIS IS…
Overview
The commercial follows Craig, a patient living with generalized myasthenia gravis (gMG), as he walks through different scenes of his life. From sprucing up his car to attending a birthday party or sharing a meal with his family, each moment celebrates the everyday experiences that make life meaningful.
Through Craig’s journey, we hope to inspire people living with gMG to embrace life’s possibilities and find joy in the moments that matter most.
The commercial has a polished, cinematic look with a warm and uplifting tone. Through fluid camera movements, seamless transitions, and carefully composed frames, we follow Craig as he moves naturally from one scene to the next. Natural lighting and authentic performances will keep each moment feeling genuine and relatable, while the overall visual approach brings a sense of optimism and possibility to his journey.
Type of project: Commercial
My role: Art Direction
What I did: concept ideation, storyboard development, shoot planning
Featured across brand collateral, the imagery highlights the diverse ways people with gMG can thrive.
Supporting Campaign Imagery
The supporting imagery captures Craig walking between two scenes, visually connecting different moments of his life. These shots complement the commercial by reinforcing the idea of moving through different experiences and seasons, while offering additional visual assets that extend the campaign’s storytelling.
The initial sketches
Supporting Collateral
