BIKTARVY REFRESH
The Ask: Differentiate an established HIV leader in a crowded market
BIKTARVY entered the market as one of the first single-tablet HIV treatments and spent years leading the category. As competitors arrived, the challenge shifted from awareness to differentiation. The brand needed to stand apart while keeping the equity of its existing Real People platform.
What I Found: The category looked and sounded the same
Competitors were leaning into “new” — newer treatments, newer stories, newer positioning. At the same time, patient audiences were evolving. More women and older adults were entering treatment conversations, but category creative had not fully caught up. This created an opportunity to broaden who felt represented.
The Reframe: The goal wasn’t standing out. It was expanding belonging.
Instead of competing on innovation, we leaned into confidence, longevity, and trust. BIKTARVY didn’t need to feel newer. It needed to feel established, emotionally authentic, and welcoming to a broader patient audience.
The Insight: Leadership could feel reassuring
We evolved the visual and content system to feel more mature and elevated:
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Expanded typography and color usage
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Increased emphasis on unused teal
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Broadened patient representation
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Shifted storytelling toward people’s goals, hopes, and everyday lives
The message became less about treatment and more about life around it
Describe your image
Describe your image
Describe your image
The Idea: Evolve the Real People platform
We expanded the campaign across broadcast, social, and supporting content while introducing broader patient casting and updated creative principles. The work modernized the platform without losing the trust already built.
My Role: Creative Direction + strategic alignment
I served as Creative Director, helping shape the differentiation strategy, guide visual evolution, collaborate directly with clients in rapid working sessions, and align multiple teams across execution. The work moved from concept to launch in a matter of weeks.
The Outcome: Growth in a more competitive category
BIKTARVY grew from approximately 425K to 450K patients, supporting continued market leadership while expanding relevance across evolving audiences.
