Sanofi “Picture Hemophilia with AI”.

The goal was to build awareness of Sanofi's leadership in Hemophilia at a National Rare Disease conference, and to use that platform to foster genuine empathy between patients and the healthcare professionals who treat them.

We split the execution across two days. On day one, a patient and consumer day, we set up a booth experience where attendees were invited to describe their personal experience of living with Hemophilia in their own words. Those descriptions were fed in real time into an AI image generation tool, producing artwork that visualized each person's lived experience. The images were printed on-site and shared with attendees, creating a deeply personal connection between the brand and the patient community.

On day two, an HCP day, the AI-generated images from day one were displayed throughout the booth. Healthcare professionals, who had not been present for the patient conversations, were invited to engage with the artwork and reflect on the emotional and physical reality of the patients they treat. The effect was a transfer of empathy — real patient voices, translated through AI, reaching the doctors and specialists responsible for their care.