PROVENGE GALLERY — Heather Sparks

PROVENGE WINNING PITCH

At launch, Provenge was the first and only immunotherapy for prostate cancer. This customized treatment trains the patient's T-cells to detect and destroy tumor cells. While Provenge extends life, and offers a uniquely tolerable side effect profile, the therapy struggled to gain uptake.

My art partner and I were challenged to relaunch the brand. After extensive interviews, we found Provenge helps men feel empowered. After testing and refinement of 3 concepts, our "Fighting prostate cancer is my personal battle” went into production (seen at top).

“Fighting prostate cancer is my personal battle.” was the winning concept.

PROVENGE eventually launched with this hero image. While the dramatic portraits were toned down, the headline remained true to the original.

With this concept, we wanted to dramatize the immunological battle that PROVENGE made possible. The laser force fighting the tumor would have been the patient featured in the photo.

This concept took a softer approach, with the patient striking an empowered and thoughtful stance against their disease.

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