Breast cancer remains highly stigmatized in Malaysia, often leading to delayed screening and diagnosis. Roche needed to build trust ahead of future launches while contributing meaningfully to breast cancer literacy, without relying on fear-based or overly clinical messaging.

Positioning & Trust Building

Establish Roche as a credible, empathetic healthcare leader in a sensitive category.

Cultural Barrier & Emotional Education

Address stigma, silence, and emotional resistance around screening and diagnosis.

Multi-Segment Engagement

Deliver culturally attuned, accurate content that motivates action, not just awareness.

HERO VIDEO : DEAR YOU LOVE ME

The emotional anchor of the campaign

A fully illustrated and animated short film written as a personal letter from a woman to herself — reframing breast cancer from fear and avoidance to self-compassion and agency.

I executed the illustration and animation end-to-end (excluding scriptwriting), shaping the visual language and emotional pacing to ensure the message felt gentle, human, and culturally appropriate.

Performance:

55K+ views
Highest emotional engagement across campaign content

BEHIND THE SCENES

Screenshot of Dear You Love Me video for ROCHE Her Time Matters Campaign

CREATIVE APPROACH & ART DIRECTION

Human-Centered Healthcare Storytelling

Shifted the campaign from clinical education to a “time and tenderness” narrative, addressing emotional barriers before encouraging action.

Phased Emotional Journey

Designed the campaign to move audiences through distinct emotional stages, with each phase guiding users forward gently without overwhelming them.

Cultural Intelligence in Execution

Adapted global healthcare guidelines with local insight, ensuring sensitivity to Malaysian cultural norms while maintaining Roche’s credibility and rigour.

“When people look at a cancer patient… their expression says it all. And that is very detrimental to the patient.”

– Ranjit Kaur, BCWA President & Breast Cancer Survivor

WHAT I DID

Strategic Creative Leadership

Led the campaign from concept to execution, aligning creative, medical, and global stakeholders while maintaining cultural sensitivity and brand integrity.

End-to-End Creative Ownership

Illustrated and animated the hero film, while defining the visual system used across the microsite, social content, and interactive experiences.

Team Development & Quality Assurance

Mentored designers and editors, implementing structured QA processes for complex healthcare assets where accuracy and tone were critical.

Stakeholder Influence & Risk Management

Successfully pivoted the campaign away from a clinical-first approach by grounding recommendations in research, survivor insight, and cultural context.

THE EXPERIENCE

CAMPAIGN LANDING PAGE

Designed as evolving story space adapting UI and emotional tone across 3 campaign phases. From warm introduction video to heartfelt letter wall, experience honored women in all cancer journey stages.

Animated Campaign Video

Introduced the campaign’s emotional promise through a letter-style narrative.

Interactive Letter Wall

Visitors could read/submit messages of strength, loss, or hope, creating a collective healing archive

Action-Oriented Forms

Insurance checks and screening centre locators helped move users from awareness to action.

image with mock for KOSÉ Cozy Corner webpage

Screenshot of roche her time matters campaign landing page

SOCIAL CONTENT AND PERFORMANCE MARKETING

Across Meta platforms, the team crafted social visuals echoing the microsite's calming yet powerful tone. Content strategy moved through each campaign stage with clear narrative intent, from prevention tips to survivor letters.

Visual Consistency

Art direction carried through soft gradients, muted typography, and real survivor imagery

Storytelling Ads

Campaign videos enhanced storytelling, while GDN banners drove traffic to microsite

Targeted Awareness

Targeted women 30+ and retargeted microsite letter submitters.

CAMPAIGN VIDEO SERIES

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

HER TIME MATTERS

A live-action video showcasing the real voices of survivors, healthcare professionals, and patient advocacy communities reflecting on reclaiming their time. My role involved creating storyboards based on stock videos and orchestrating them into heartfelt narratives while guiding video editing and quality assurance (54k views).

CAMPAIGN RESULTS AND VALIDATION

55K+ views on hero film
Strong traffic to the microsite and interactive features
Highest emotional resonance among campaign assets

More importantly, the work:

Shifted perception of Roche from clinical authority to empathetic partner
Validated emotional storytelling as a more effective trust-building approach in healthcare
Established a foundation for future Roche initiatives in the Malaysian market

TIME WELL SPENT

This project reminded me that time isn’t just a campaign theme, it’s how real connection is made. While the original concept focused on stats and education, survivor stories revealed that women needed to feel seen, not just informed.

That insight drove Dear You, Love Me, an emotionally-driven narrative I illustrated and animated solo, while guiding visual strategy across the microsite and multi-phase social rollout.

It became one of my most meaningful creative pivots, showing that leadership is about listening deeply, staying agile, and knowing when to make something truly human.