Tevimbra
Reimagine Tomorrow
CLIENT
ROLE
BeiGene Singapore (BeOne Medicines)
Lead Art Director
OUTCOME
New client engagement, ongoing working relationship
A localised Tevimbra visual system that turned one generic global asset into a more relevant series of patient stories for Singapore.
THE BRIEF
BeiGene Singapore needed a localised key visual for Tevimbra, along with HCP materials across multiple indications. The original global direction relied on a single dinner-table scene that was difficult to adapt convincingly for the local market without a full reshoot or heavy image manipulation.
The challenge was to create a more relevant visual system for Singapore that could communicate access, hope, and treatment possibilities clearly to oncologists, while staying within a limited launch budget.
THE IDEA
Instead of forcing a direct adaptation of the global visual, I developed a new series built around three patient stories - one for each indication.
Using Tevimbra's icon shape as a mirror into a more hopeful future, each key visual contrasted a patient's present reality with the life they hope to return to after treatment. This made the message more immediate and human, while turning the brand asset itself into the central storytelling device.
KEY VISUAL SYSTEM
The final direction transformed one broad global scene into a more flexible local series.
Each composition used stock imagery and compositing to create a clearer emotional contrast between present limitations and future possibilities, while also giving each indication its own specific narrative. I also reworked the original layout and typography to give the system more presence, clarity, and visual focus.
A dark, restrained environment helped the Tevimbra shape and future-facing scenes stand out, while the updated typographic treatment balanced clinical authority with a softer, more human tone.
HCP ROLLOUT
The approved KV system was adapted into e-detail aids and other HCP-facing materials, allowing the same visual idea to carry through into more practical sales communication.
This created a more cohesive local brand language across both high-level messaging and day-to-day field materials.
OOH ADAPTATION
The KV system was also adapted into OOH concepts, including transit walkways and bus shelter formats, showing how the visual idea could extend into public-facing environments while accommodating disease-awareness messaging requirements.
OUTCOME
The original global visual was rethought into a more flexible local KV series, giving Tevimbra a clearer and more human way to communicate across three indications.
From Global Asset to Local Relevance
The project marked a successful first engagement with BeiGene Singapore and led to ongoing works beyond the initial assignment.
New Satisfied Client