Revolutionary by Nature (documentary)
Revolution Medicines is a clinical-stage oncology company pioneering novel RAS inhibitors to treat RAS-addicted cancers—which account for ~30% of new cancer diagnoses and were historically considered undruggable. The company's patient-first approach and bold scientific vision are transforming the therapeutic landscape for this patient population.
Revolutionary By Nature, a 45-minute documentary commissioned by Revolution Medicines, chronicles how the company's dedication to cutting-edge science overcame decades of misconceptions around RAS as a viable drug target. The film features interviews with company leadership and a leading RAS biology expert, supported by archival graphics, scientific publications, industry coverage, and scientific diagrams that illustrate key concepts throughout the narrative.
WATCH THE TEASER!
Intro
Pivot to RAS
This documentary is my career highlight. A small team and I spearheaded the creative strategy to capture Revolution Medicines' courageous mission—pioneering hope for patients with the most aggressive cancers. Working closely with director Courtney Dixon and the production team, we conducted in-depth interviews, developed a powerful story arc, and executed a month-long shoot across multiple locations. The real artistry emerged in post-production, where we meticulously crafted every frame to deliver a film that authentically embodies their bold scientific vision and unwavering patient-first commitment.
Client kudos
“We played the documentary for our Board of Directors in a private screening today and you could hear a pin drop for 45 minutes. It held everyone’s rapt attention through to the last credit, there was a genuine round of applause at the end, and many directors spoke with me directly about it afterward to say how moved they were. Two people suggested earnestly that it should be submitted to Sundance Film Festival. What a credit to you and our artistic team. And, in case you were wondering, I again laughed and choked back tears at the very same points in the film as the last several times I watched it. Thank you again for your passion and commitment to our shared mission and collective success.”
-Mark A Goldsmith (CEO of Revolution Medicines)
ORSERDU unbranded CTV
Challenge:
In metastatic breast cancer (mBC), ESR1 is an acquired mutation that about 1 out of 2 patients will develop after progression on endocrine therapy.
Most patients lack awareness of this and until now, there were no oral therapies for patients with an ESR1 mutation.
Approach:
Utilizing connected TV, raise awareness about the ESR1 mutation for patients with mBC and empower them to know their mutation status.
“When patients have some awareness of ESR1, their interest is piqued, and they are likely to seek information about ESR1 mutation testing.”
– US Patient Journey Research, Oct 2022, Outcomes4Me survey, Jul 2023
Outcome:
Patients who interacted with the unbranded campaign demonstrated increased awareness of ESR1,
with 4 out of 5 reporting they were highly motivated to request a test from their HCP.
– Patient Impact Survey, Feb 2024
Community 1: 30s
Community 1: 15s
Community 2 (Dr. Gadi): 30s
Community 2 (Dr. Gadi): 15s