Nature’s Most Unexpected Hero
Replimune Mechanism of Action Video
THE ASK
Replimune wanted to introduce their investigational oncolytic immunotherapy RP1—a herpes virus reprogrammed to help fight melanoma—into a landscape that was saturated with 17 FDA-approved therapies at a time when global attention was consumed by a pandemic caused by a different virus. How do you stand out in a sea of melanoma immunotherapies with a message that’s both clinically credible and emotionally resonant without compounding any fear of viruses? You create an unforgettable MOA with an unexpected twist.
THE INSIGHT
The inside of the human body is its own wild ecosystem, so we positioned RP1 as a viral protagonist on a mission to restore balance in the fight against cancer.
THE IDEA
Create a David Attenborough-style nature documentary to reframe the virus as the hero instead of a villain. We use an unexpected predator-vs-prey metaphor to shift perception and tell the scientific story in a way no MOA has ever been told.
THE ACTIVATION
To bring it to life, we:
Used organic CGI textures to craft a cinematic, living environment inside the body
Introduced the “good virus,” cancer cells, and immune activity through an epic narrative
Employed a handheld, documentary-style video to elevate the realism and immersive quality
THE RESULTS
Visually distinctive. Emotionally resonant. Scientifically sound. We didn’t just explain RP1—we changed the way people perceived a virus-based treatment option.
The Takeaway:
When your therapy is a virus, the story has to flip the script.
