Neuromyelitis optica spectrum disorder (NMOSD) is a rare, chronic autoimmune disease of the central nervous system. Its unpredictable relapses can cause irreversible damage, including blindness, paralysis, and even premature death. With fewer than 15,000 people in the U.S. affected, NMOSD is often misdiagnosed or treated with therapies not designed for the disease, forcing many patients to become their own advocates while continuing to relapse.

ULTOMIRIS is the only treatment in which patients experienced zero relapses in clinical trials. Our goal was to raise expectations around what treatment could deliver—empowering people living with NMOSD to believe that a relapse-free life is possible and to advocate for it.

The campaign, YOU DESERVE ZERO, is a bold declaration that challenges patients to stop settling for less. We portrayed people living with NMOSD in moments of confidence, within expressive environments that reflect their individuality and passions. Rather than defining them by their disease, the work shows life lived fully—supported by the promise of ZERO tradeoffs, ZERO compromises, and ZERO relapses with ULTOMIRIS.

CONTRIBUTION:
Art Direction, Design, Concept development