We're in the business of curing people, and how we portray them is as important as the products we sell them. Like a brand, patients need to convey a sense of what's real, what's honest, and what's emotionally relevant. Our lens: capturing personalities that are believable and presented in an original and compelling way that is both distinguished and approachable. Patients used in advertising can be the storytellers of the brand. The challenge is to present these patients as real people, in a memorable way that connects with the HCP audience.