Tradition in motion.

The challenge: Create a concept for Novanlo that could transcend traditional pharma communication and establish a lasting emotional connection with the audience — particularly healthcare professionals and patients.

The result was “Novanlovers – Connected Hearts”, a campaign that celebrates those who believe in Novanlo’s role in cardiovascular care. More than a product message, it became a movement of connection and trust.

The campaign unfolded through key visuals, print and digital content, and a short film — which I directed — bringing narrative and emotional depth to the concept.

It premiered at Biolab’s 2025 national sales convention (B5B27 – Target in Sight), where a giant heart installation invited participants to sign their names — a symbolic act of unity and purpose.
A second version of the film was created especially for the nationwide sales team, featuring video testimonials recorded by the reps themselves.
To extend the emotional impact beyond the screen, we also released a Spotify playlist, deepening the campaign’s resonance through music.