“Fighting prostate cancer is my personal battle.” was the winning concept.
PROVENGE eventually launched with this hero image. While the dramatic portraits were toned down, the headline remained true to the original.
With this concept, we wanted to dramatize the immunological battle that PROVENGE made possible. The laser force fighting the tumor would have been the patient featured in the photo.
This concept took a softer approach, with the patient striking an empowered and thoughtful stance against their disease.
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