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An educational and outreach initiative designed for healthcare professionals (HCPs) managing patients with Bruton's Tyrosine Kinase (BTK) disorders.
Group Art Supervisor
Dynamic Display Campaign & Microsite Experience Design
Service Design
BTK inhibitors play an important role in treating certain cancers and autoimmune diseases, but the science behind them is complex. Healthcare professionals needed a clearer way to understand BTK’s role in B-cell malignancies and how treatment pathways interact with the biology.
The goal was to create an educational experience that made complex scientific information easier to navigate while meeting strict medical, legal, and regulatory standards.
The microsite was designed around simplicity, clarity, and strategic content flow.
The structure guided users through educational milestones while ensuring the information remained easy to scan and absorb. Visual storytelling helped transform complex mechanisms into engaging learning moments.
By combining clear hierarchy, visual education, and interactive content, the experience made dense scientific information more accessible while reinforcing AstraZeneca’s commitment to meaningful medical education.
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In a crowded digital space, ads are easy to ignore. To address banner blindness, we introduced dynamic display ads that used motion and variation to break the visual pattern users had learned to filter out. By shifting away from static, repetitive placements, the campaign stayed visible in a crowded environment and helped drive stronger engagement.
