/agency craft – Renan Bulgari

Agency Craft

A collection of pieces where the 'how' is just as important as the 'why.' Here, I showcase the evolution of my craft through my advertising journey.

HER2.0
Innovation Beyond
breast Cancer

Jazz Pharmaceuticals is about to change how deadly gastrointestinal cancers are treated, but most oncologists were unfamiliar with the company and have been burned before when it comes to the promise of new innovations – they have seen TONS of the typical "highly scientific" campaigns that show the potential of a new therapy.

So we transformed scientific anatomy and text, elevating the typical clinical presentation into something eye-catching and inspiring. Each piece features the phrase "HER2.0”, a play on next-generation HER2 treatment, alongside a creatively reimagined gastrointestinal tract, providing a unique visual twist on familiar and tired pharmaceutical anatomy.

JAZZ
Pharmaceuticals

Code of Conscience

I was honored to be invited by AKQA/SP and Horda Studio to illustrate this inspiring project. I created a series of ASCII illustrations, along with the storyboard and frame-by-frame pieces for the project video. To stay true to the project's core idea, all the illustrations were made using real fonts and spacing.

AKQA