2022 AMI Online Salon

Mission CML: A Parallax Web Engagement

Project Detail

  • Entrant Name:  Trisha Haszel Kreibich
  • Client: Novartis
  • Copyright: Novartis, 2021
  • Medium/software used: 3dsMax, Adobe After Effects/Illustrator
  • Final presentation format: Virtual congress (web) engagement
  • Primary Audience: Health care professionals (hematologists)

Project Description

It is well known that CML is driven by a specific mutation – the BCR-ABL gene -formed by the fusion of chromosome 9 and 22 fragments. Tyrosine kinase inhibitors (TKIs) targeting the BCR-ABL protein have blocked the ATP binding site, and several mutations have arisen leading to resistance to TKIs. Asciminib is a novel compound which blocks a completely unique functional site on the BCR-ABL1 protein, thus providing an alternate therapeutic pathway. Our challenge was to develop a unique virtual engagement for hematologists, challenging them to “explore and discover” new potentially therapeutic pathways in CML. During the pandemic, as all medical professional congresses became virtual events, it was critical that our solution be engaging and differentiating. We developed a “space exploration” engagement delivered as a parallax website. As the user advanced through the adventure, they collected information cards and landed on planets to be quizzed on their learnings. The final step of the mission was to learn about asciminib, the investigational compound. Completion of the challenges allowed the user to download an informational PDF about asciminib.