With the mission of switching Truvada patients to Descovy a resounding success, the brand wanted to focus on two new threats: generics that were entering the market, and the inventible LAI that was in the pipeline. While testing concepts in market research, an idea of a mural with graffiti was testing very well… but a competitor came out with campaign featuring an artist painting on a wall. My partner and I took the original idea one step further: what if we could use actual Keith Haring art for the campaign? The iconic artist was an activist who dreamt of a world free of HIV - that shared vision with Gilead made them a perfect match. The Keith Haring Foundation has proudly partnered with Gilead for an iconic campaign to promote Descovy.