ANORO PATIENT STORIES
ANORO Patient Stories was a global awareness campaign developed for healthcare professionals to reveal the often unseen impact of COPD beyond clinical symptoms. Using a fictional family group chat as the central storytelling device, the campaign invited users to follow the day-to-day experiences of a patient and their family, creating a more personal and emotionally engaging perspective on living with COPD. The experience combined interactive storytelling, animation, illustration, and educational content across a microsite, email journey, and digital campaign assets.
As a designer within the campaign team, I worked closely with art directors
and copywriters, to create a cohesive visual experience across multiple touchpoints.
My contributions included:
Designing a custom emoji system used throughout the family chat experience
Creating microsite UI components and interactive layouts in Figma
Designing campaign emails and digital assets
Producing animated banners and promotional content
Creating frame-by-frame and motion graphics animations based on illustrator-provided artwork
Developing animated cutscenes used throughout the microsite journey
Software used: Figma, After Effects, Illustrator, Indesign and Photoshop.
MISCROSITE DESIGN
The campaign centred around an interactive microsite that allowed healthcare professionals to step into a fictional family group chat and experience the emotional and practical challenges of COPD from multiple perspectives. Messages, voice notes, illustrations and animated sequences worked together to create a narrative-led educational experience.
EMOJI SYSTEM
I created an emoji library in Figma to support the realism and emotional tone
of the family chat experience. The emojis became a key part of the campaign's visual language, helping conversations feel authentic, relatable and recognisably human while maintaining consistency across the microsite.
IMPLEMENTATION GUIDE
MISCROSITE CUTSCENES
DOUBLE MPU FRAMES & ANIMATION
BILLBOARD
EMAILS