PR and comms, digital
Launched across EMEA region, for free, in English across 80+ Apple app stores

My role: assisted with Concepting and Art Direction for UI for an iWatch app 'Timekeeper'

Challenge:

Multiple Myeloma (MM) is a rare, but deadly form of blood cancer. For people living with MM, traditionally aged 60+, time is everything. But that’s the one thing they don’t have. As weeks are spent awaiting treatment and test results, days blend into each other and time slips by, right when it’s becoming more precious than ever. Janssen wanted to change that. As the leading company in MM, Janssen wanted to give patients back some of their precious time, while positively impacting the experience of living with and being treated for MM.

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Outcome and my role:

Our brains take longer to process new activities than repetitive routines, so doing new things makes it feel as though time is moving more slowly. With this insight, Time Keeper was created, the first clock that bends and steals back precious time from cancer. A free, first-of-its-kind health care innovation, Time Keeper encourages and enables people to try novel things, from origami to beatboxing, to make the person’s brain feel like time is moving more slowly.

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I was a part of this life-changing campaign, while interning, with the role of assisting with art direction for the UI of the Timekeeper's Apple Watch App. By being a part of this project, I suggested an art direction style for the interface that later was used across the rest of the interface. To achieve a minimalist, yet futurist and clean look, I collaborated with the rest of the team and suggested a Neumorphism style, that later was used across visual comms, and which has shadows that visually rotate therefore, can resemble a clock.

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Results:

Time Keeper raised awareness of Multiple Myeloma across EMEA while highlighting Janssen’s commitment to improving lives through innovative treatments and services. Above all, it’s helping change what living with MM means for the people who matter most: patients.

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• 2.68M Unique users reached, with more than 1M video views (+149% vs. Target) across Janssen’s Facebook, Twitter and LinkedIn (not including earned media impressions from WIRED and Forbes)

• 715+ Key stakeholder engagements including Healthcare Professionals (HCPs), Patient Advocacy Groups (PAGs), local Operating Companies and, most importantly, people living with multiple myeloma

• 10,500+ Visits (+439% vs. Target) to the campaign landing page (average dwell time of 01:38)

• 81% App completion with 70% of users saying they enjoyed the experience