Impossible to Forget.

Pharma advertising rarely strays from the formula, and the agency creatives behind Beqvez, Pfizer’s hemophilia gene therapy, wanted to break it. The campaign, “That Forgetting Feeling,” called for documentary-style, mixed media films that follow real patients living that feeling, so others could imagine it too. Pharma storytelling usually runs a familiar arc of life before and life after, so the challenge was never the arc. It was connection, making the films land with the people who would see themselves in them.

Before treatment, hemophilia wasn’t just a diagnosis. It was a constant calculation, every plan made around the condition and the caution that came with it. That weight is carried in the head as much as the body, which makes it impossible to see and impossible to fake. So Tim and Bill would be the authors of their own stories, and the films would be filled with details only someone with hemophilia would recognize.

Each spot is a firsthand account from Tim and Bill. Kate captured them living passionately and moving through the world with ease, a stark contrast to the invisible weight they describe in their confessionals. The safe pharma look was replaced with a mix of Super 8, 35mm, hand-drawn animation, and snorricam/POV shots. She insisted on shooting both of them doing things that were physical and outside, spontaneous rather than careful, and Tim and Bill made it easy because they were already living it. As Kate put it, “Those are the moments you can’t cut, when intention meets their authenticity, the story starts writing itself.”

The campaign opened the door to an ongoing relationship with the agency creatives, who became a repeat client for Kate. What they valued most was that she took their idea and put a stake in the ground, a clear and confident vision that pushed the brief further than they imagined. It became a proof point that pharma work can be made with real creative ambition and still land with the people it’s for.