RetnaGene™ is a portfolio of genetic tests that provides a highly accurate and comprehensive risk assessment for advanced age-related macular degeneration (AMD), a progressive eye disorder and the leading cause of blindness in the US.
To create a demand for a more accurate AMD risk assessment, the campaign for RetnaGene needed to convey the predictive power of genetic testing while reminding eye care professionals about the debilitating vision loss experienced by patients. This campaign succeeds by placing a breathtaking scenic landscape distorted by a centralized ominous black hole into a foretelling orb. The distorted image within the orb depicts the patient’s perspective and the manifestation of central vision deterioration caused by AMD. Together with the headline, these visual elements highlight the brand’s key differentiator and describe advanced genotyping as the reason for the future revelation.