Regeneron’s A Beautiful Pair
The prospect of vision loss is scary. People with certain types of retinal disease are already dealing with a difficult condition and the accompanying treatment. Add to that the worry — about missing out on life’s moments, about possibly losing their independence, about what could come next. We needed a way to get patients to take a more active role in their disease management, to feel empowered and hopeful.
To inspire patients, we created A Beautiful Pair, a magical tale starring two eyes linked together as they march through life while seeing and experiencing everything side by side. When they face the adversity of retinal disease, they refuse to back down.
The story features an expansive, impeccably detailed stop-motion world, entirely crafted by hand. All the details, from color combinations to the speed at which movement occurs, were designed with visual impairment in mind. Our lovable eyes journey across an immersive multichannel universe composed of TV, custom print, high-impact digital media, a complete website redesign, an educational YouTube channel, and Lea – our virtual personality chatbot offering 24/7 guidance on the EYLEA consumer website.
So far, the brand has seen 4 million YouTube channel impressions, a 565% increase in site visits year over year, and a 75% increase in CRM signups.