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.
Creative Concept
Creative Direction
Art Direction (campaign & film)
Film Direction
Real connections, drawn by many hands.
The challenge:Evolve the Novanlovers platform from a movement of belonging into a collective campaign built around real people, real routines and real connections.
The result was “Novanlovers – One Heart for Many Hearts”, a 2026 campaign that revealed the human network behind Novanlo’s everyday work.
The campaign film followed four professionals in the field — sales reps, medical reps and a promoter — each one filmed on a different day, in their real routine. Roads, hospitals, drugstores, conversations, challenges and encounters became part of a documentary narrative about how one person’s work impacts the other.
The film premiered at Biolab’s 2026 convention for an audience of around 400 people, connecting directly with the campaign’s main activation: a drawing contest that invited the entire Cardio team to express what being a Novanlover meant to them.
Before the event, participants were encouraged to involve family, partners, children and friends, recording photos and videos of the process. During the convention, the drawings were revealed on a giant heart installation placed outside the auditorium — where people could also create and add new drawings on site.
Those drawings became the visual soul of the 2026 campaign, appearing in materials across Brazil and in thousands of heart-shaped cards distributed to reps, doctors, hospitals, patients, pharmacies and partners.
Creative Concept
Creative Direction
Art Direction
Film Direction
Activation Concept
Visual System
Ellen Giometti
Biolab’s Product Manager
2026
