Descovy, the second generation PrEP needed to convince HCPs that switching their patients from Truvada was needed. By aligning the product to a ubiquitous tech update, the notion of switching became simple, and familiar. Descovy maintains Truvada’s efficacy, while also providing bone and renal benefits. The campaign was shot with Vincent Dixon at three of my favorite Brooklyn locations. While I did have other strong concepts in testing “Update” proved to be the right choice, helping Gilead surpass every sale goal they had for the brand.