HER2LOW

85% of women with breast cancer are classified as HER2-negative, but many of them have a low level of HER2 expression. The term “HER2-negative” refers to a type of breast cancer in which the cancer cells do not have high levels of the HER2 protein (human epidermal growth factor receptor 2) on their surface. Since excess HER2 can make tumors grow faster, HER2-negative cancers grow for other reasons and require different treatments than HER2-positive cancers.

To bring awareness to this condition, AstraZeneca created a campaign highlighting the importance of a better understanding of the disease. For the video production, we recognized that when the goal is empathy, softness often speaks louder than realism. Here, we used frame-by-frame 2D animation, digitally painted with stylized textures.

This handcrafted approach brought intimacy to the narrative, creating space for emotion and interpretation without overwhelming the viewer with clinical data. Every character, movement, and transition was designed to support a story of care, resilience, and medical hope.

The subtle use of 3D elements in the background added depth, but the heart of the piece came from the hand-drawn style: warm, human, and relatable.