Chiesi group - FILSUVEZ

 

In collaboration with Chiesi Global Rare Diseases, I produced and animated a comprehensive 10-part motion series to support the launch of Filsuvez®, the first FDA-approved treatment for Epidermolysis Bullosa (EB). EB is a rare genetic condition that renders the skin as fragile as butterfly wings, making wound care an incredibly sensitive topic.

The production utilized an "empathetic science" visual approach—blending organic 2D/3D motion design with precise medical accuracy. By abstracting complex diagnostic procedures like skin biopsies and cellular wound healing into clean, approachable animations, the series successfully translated dense clinical trial data into a clear, reassuring narrative for both healthcare professionals and patients.

Understanding Epidermolysis Bullosa: An introduction
Understanding Epidermolysis Bullosa management: Treating EB
Understanding Epidermolysis Bullosa treatments: Burden of disease
Understanding Epidermolysis Bullosa treatments: The socioeconomic burden of EB
Closing the treatment gap in Epidermolysis Bullosa (EB): Introduction to Filsuvez
Accelerated wound healing with Filsuvez: The phase 3 EASE trial
Filsuvez efficacy in pediatric patients
Enduring Impact: long-term data from EASE
Filsuvez: Reducing the economic burden of EB
Cost-effectiveness of Filsuvez®: Challenges and Drivers

ASK

Chiesi Global Rare Diseases needed a highly versatile visual toolkit to educate the medical community and patients about a breakthrough EB treatment. The challenge was multifaceted: I had to visually explain the delicate process of diagnostic skin biopsies (used to identify EB subtypes) and demonstrate the product's botanical mechanism of action without relying on graphic or anxiety-inducing medical imagery. The goal was to translate rigorous, heavily regulated clinical data into a 10-video series that felt medically authoritative to doctors, yet deeply empathetic and accessible to caregivers

Approach

I developed an "Empathetic Science" visual framework to make complex biology feel approachable and clear.

  • Abstracting the Clinical: Rather than using literal, intimidating medical depictions of biopsies or severe wounds, I used motion design to abstract the science. I relied on smooth transitions and stylized anatomical cross-sections to explain the diagnostic journey safely and clearly.

  • Modular Storytelling: With 10 deliverables required, I built a cohesive motion system that could seamlessly scale from high-level cellular animations (Mechanism of Action) down to practical, step-by-step application guides for patients.

  • Navigating Compliance: The animation pipeline was engineered to accommodate rigorous MLR (Medical, Legal, and Regulatory) reviews, ensuring every visual claim, cellular movement, and typographic layout met strict pharmaceutical guidelines without sacrificing creative flow.

SYSTEMS & SCALABILITY

Developing a Master Asset Library With 10 distinct videos in production, efficiency and visual cohesion were paramount. I developed a centralized Master Asset Library to ensure that complex scientific illustrations—such as the "Butterfly" motif and cellular wound-healing diagrams—could be reused and adapted across the entire suite.

  • Modular Components: I built a library of "living" assets, including DNA helix structures, character rigs with varying degrees of EB-related "mitten deformities," and skin-layer cross-sections.

  • Rigged for Variation: By rigging characters and environmental elements once and deploying them across multiple scripts, I was able to maintain a high level of detail while meeting the aggressive timelines of a 10-part launch.

  • Global Brand Consistency: The library acted as a "Single Source of Truth" for the Chiesi Global brand, ensuring that every color, line weight, and transition felt like part of one unified world, regardless of whether the video was for an HCP or a patient.

DESIGN

The visual identity of the Filsuvez® series was built on a foundation of Organic Precision and Clinical Clarity. To balance the gravity of the condition with the hope of the new treatment, I developed a style that felt both cutting-edge and deeply human.

  • Organic Textures & Forms: Inspired by the product’s botanical active ingredient (birch triterpenes), I incorporated fluid, organic shapes and soft lighting into the motion graphics, moving away from the cold, rigid aesthetics typical of traditional pharma videos.

  • Soothing Palette: A carefully curated color palette of calming blues, soft whites, and warm earthy tones was chosen to reduce "medical anxiety" while maintaining a clean, professional clinical environment.

  • Information Hierarchy: To make the dense data from the EASE clinical study digestible, I designed a slick typographic and data-visualization system. This ensured that key efficacy metrics and diagnostic criteria were immediately clear to time-pressed healthcare professionals.