ROCHE BREAST CANCER AWARENESS CAMPAIGN
Because every woman deserves time to heal, time to choose, and time to live.
Repositioning cancer conversations from fear to compassion through culturally sensitive storytelling that prioritized emotional connection over clinical messaging while establishing Roche as an empathetic healthcare leader in the Malaysian market.
ROLE
Art Director
Illustrator
Animator
DURATION
Medical campaign (Breast Cancer Awareness Month)
PLATFORM
Digital-first (Microsite, Paid & Social)
REGION
MALAYSIA
HER TIME MATTERS
DEAR YOU, LOVE ME
The emotional centerpiece, a fully illustrated and animated short film written as an anonymous letter from a woman to herself. I single-handedly executed end-to-end production (not including scripting) from concept and storyboarding to animation and editing, creating content that reframed breast cancer conversations from fear to compassion (55k views).
BEHIND THE SCENES
Storyboarding - I structured the letter narration as a flowing timeline visually moving between past, present, and imagined futures, guiding emotional pacing from uncertainty to quiet strength.
Keyframes - Each scene was crafted to feel soft, introspective, and human, using tactile textures and subtle motion to carry emotion.
