Making the Invisible Visible: An Animation on RA Disease Progression

Rheumatoid arthritis (RA) is a progressive autoimmune disease where delayed treatment can lead to irreversible joint damage and reduced quality of life. Despite advances in targeted therapies, many clinicians remain cautious about moving beyond conventional first-line treatments, while patients often lack awareness of the underlying disease progression. To address this gap, Amgen sought to create an engaging, scientifically accurate animation that would make the invisible nature of RA progression visible, while delivering an optimistic message about the benefits of early intervention.

Watch the video on our Work Page.

Project Goal

The aim was to produce a three-minute CGI animation that clearly illustrates the progression of RA and the positive impact of early targeted treatment. The piece needed to:

• Educate healthcare professionals (primarily rheumatologists) on the importance of timely treatment decisions in line with “treat-to-target” recommendations.
  
  
• Empower patients to better understand their disease and advocate for early intervention.
  
  
• Deliver an uplifting, medically accurate, and visually striking narrative that positions Amgevita as a trusted therapy aligned with improved patient outcomes.
  
  

Challenges

Managing RA effectively hinges on early intervention, yet several barriers stand in the way:

• For clinicians: Longstanding reliance on methotrexate, hesitancy to switch to biologics, and fear of exhausting treatment options have led to delays in adopting treat-to-target strategies.
  
  
• For patients: Awareness tends to focus on pain and visible symptoms rather than the underlying disease process. Many remain unaware that irreversible joint damage can occur early, or that targeted therapies can significantly change their long-term outlook.
  
  
• For both audiences: RA progression is often invisible, making it difficult to grasp the urgency of timely treatment without a clear and compelling visual explanation.
  
  

The challenge was to create an educational resource that would cut through these barriers by showing the unseen impact of RA while inspiring confidence in the benefits of acting early.

Our Approach

We designed a three-minute CGI animation that translates complex science into a clear, emotionally engaging narrative. The animation:

• Visually demonstrates disease progression at the joint level, making the hidden damage of RA tangible.
  
  
• Contrasts untreated progression with early intervention, underscoring the benefits of moving swiftly to targeted therapies like Amgevita.
  
  
• Balances clinical rigour with optimism, combining medical accuracy with an uplifting message of control and improved quality of life.
  
  
• Speaks to both HCPs and patients: for clinicians, it reinforces guidelines and the value of early biologic use; for patients, it builds awareness and empowers advocacy.
  
  

By blending storytelling with scientific precision, the animation serves as a powerful tool for education, motivation, and action.

Results / Impact

The animation has become a versatile asset, supporting Amgen’s educational initiatives across multiple European markets. Used at medical congresses, in sales materials, and via patient advocacy channels, it has:

• Enhanced understanding: Clinicians reported that the clear visualisation of joint damage and the contrasting treatment outcomes reinforced the urgency of early intervention.
  
  
• Driven engagement: The accessible and uplifting tone has resonated with both HCPs and patients, sparking meaningful conversations about treatment choices.
  
  
• Positioned Amgevita as a trusted brand: By combining scientific accuracy with empathetic storytelling, the animation underlined Amgen’s commitment to improving patient outcomes and advancing standards of care.
  
  

While strictly educational in nature, the piece successfully bridges the gap between science and experience, ensuring that the “window of opportunity” in RA is recognised and acted upon by both clinicians and patients.

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FAQs Summary

What is the purpose of the RA disease progression animation?
The animation was created to educate healthcare professionals and patients about the hidden progression of rheumatoid arthritis (RA) and to highlight the importance of early intervention with targeted therapies like Amgevita.

Who is the target audience?
The primary audience is rheumatologists and other healthcare professionals. Patients with newly diagnosed RA are also a key audience, particularly in the context of patient advocacy and education.

Why is early intervention in RA important?
Delaying treatment can lead to irreversible joint damage. Early adoption of a treat-to-target approach, including biologics such as Amgevita, can improve the chances of achieving remission or low disease activity.

How does the animation support clinicians?
It visualises the otherwise “invisible” progression of RA within the joints, reinforcing the rationale for timely treatment decisions and providing a clear, scientifically accurate reminder of disease dynamics.

How does the animation support patients?
By showing the difference between untreated progression and early intervention, it empowers patients to better understand their diagnosis, engage in discussions with their doctors, and advocate for the best possible outcome.

Where is the animation used?
The animation is used across Europe in congress booths, medical sales presentations, patient advocacy groups, and educational websites.

Why is the animation uplifting?
While it demonstrates the severity of untreated RA, it delivers an optimistic message about the benefits of halting disease progression, offering hope and reassurance to both clinicians and patients.

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