Immunity Bio | Anktiva | Print Ad

In oncology advertising, the expected visual language is often polished, restrained, and emotionally careful. For Anktiva, ImmunityBio needed something more immediate — a single print ad that could introduce the brand’s fight in one glance and make physicians stop, look, and remember.
The ad brought the “You Want a Piece of Me?” campaign into a focused, high-impact print execution for adults with BCG-unresponsive non-muscle invasive bladder cancer with carcinoma in situ. The challenge was to communicate a serious treatment story without defaulting to familiar oncology tropes or overly clinical messaging. The opportunity was to give Anktiva a voice that felt as urgent as the treatment moment itself.
The concept used confrontation as a creative device. “You Want a Piece of Me?” instantly creates tension, attitude, and memorability while connecting to the campaign’s deeper story: when cancer pushes back, the response should feel strong, focused, and ready. The line gave the ad a distinctive posture, helping Anktiva stand apart in a crowded treatment landscape where many messages can begin to blur together.
Visually, the ad was designed for maximum stopping power. Bold typography, gritty texture, sharp contrast, and an unapologetic composition created a sense of motion and impact within a static format. The result felt less like a traditional pharmaceutical ad and more like a brand throwing down the gauntlet — with purpose, precision, and clinical seriousness underneath the attitude.
Every element was built to work quickly. The headline pulled readers in. The visual system delivered the campaign’s personality. The structure supported clear communication within a regulated environment. The ad had to be aggressive without overreaching, memorable without becoming gimmicky, and simple without losing the weight of the disease state.
As a single magazine execution, the print ad served as a concentrated expression of the Anktiva brand. It distilled the larger campaign into one powerful moment: a message with enough force to command attention and enough discipline to support meaningful HCP engagement.
In a category where too much work fades into the background, this ad came forward swinging — and made Anktiva impossible to ignore.