RITUALADS × ASTRAZENECA

ASTRAZENECA × RITUAL ADS
U.S. CUSTOMER ENGAGEMENT
OCTOBER 2026

One brief. Different audiences. Better conversations.

What if AstraZeneca could move from one controlled scientific foundation to more relevant conversations with patients, healthcare professionals and field teams, without rebuilding the creative process each time?

A working demonstration built around two priorities identified: BAXFENDY market activation and tozorakimab pre-launch readiness.

PRIORITY ONE
BAXFENDY
ACTIVATION
PRIORITY TWO
TOZORAKIMAB
READINESS
EXPLORE THE DEMONSTRATION

ILLUSTRATIVE INTERNAL CONCEPT. NOT ASTRAZENECA-APPROVED CONTENT.

The challenge isn't creating more content.

It's making every conversation more relevant.

THE CUSTOMER

Different needs. Different questions. Different moments.

A patient, a clinician and a field team each meet the same medicine from a different place.

THE CONTENT

One scientific foundation. Many possible expressions.

The science is fixed. How it reaches each audience is a creative decision, made over and over.

THE ORGANIZATION

More stakeholders, formats and approvals. Without more disconnected work.

Every new expression has to stay inside review, on record, and on one foundation.

Relevance without losing control.

Start with the challenge, not the prompt.

Two live briefs from the two named priorities. Choose one to see its controlled inputs and its output goal.

BRIEF

Help make persistently uncontrolled blood pressure a more productive discussion between appropriate patients and their clinicians.

OUTPUT GOAL · Three distinct approaches to patient, HCP and field engagement.

CONTROLLED INPUTS

  • FDA prescribing information
  • Public AstraZeneca clinical and scientific materials
  • Audience needs and communication objectives
  • Brand and review requirements to be supplied by AstraZeneca

Before making the content, decide what deserves to be made.

Three creative territories for BAXFENDY. Each is a real direction with its own audience and visual world. Select one to record the decision.

A

The Number Isn't the Whole Story

Human-centered patient communication emphasizing questions, uncertainty and a more productive clinical conversation.

KEY AUDIENCE · PATIENT
STRATEGIC IDEA · THE CONVERSATION IS THE SETTING, NOT THE READING
Key art: two consultation chairs angled toward each other in window light, with the line The number isn't the whole story.
KEY ART · "The number isn't the whole story." · two chairs, one conversation
B

A Different Mechanism

Scientific-first communication explaining aldosterone and the approved medicine's mechanism for an appropriate audience.

KEY AUDIENCE · HCP
STRATEGIC IDEA · GO TO THE SOURCE, NOT ANOTHER GATE DOWNSTREAM
Key art: a single brass valve on pale stone with one calm thread of water, with the line Start at the source.
KEY ART · "Start at the source." · one valve, one calm thread of water
C

Prepare the Conversation

Field enablement helping representatives understand the approved indication, evidence and appropriate discussion boundaries.

KEY AUDIENCE · FIELD
STRATEGIC IDEA · READINESS IS RESPECT FOR THE CLINICIAN'S TIME
Key art: a briefing table set for one person with a mulberry folder, with the line Prepare the conversation.
KEY ART · "Prepare the conversation." · the table set before the day

Same foundation. Different conversation.

One scientific foundation, expressed for each audience. Switch the audience, then walk the channels it would actually run in.

STRATEGIC QUESTION

What makes a patient finally bring it up?

MESSAGE APPROACH · Question-led and respectful of effort. The work the patient already does is honored; the invitation is to a better conversation, never a verdict.

SUGGESTED CHANNELS
VIDEO · CONNECTED TV AND ONLINE
EMAIL · CRM, OPTED-IN
SOCIAL AND DISPLAY · AWARENESS
POINT OF CARE · WAITING ROOM

Film frame: Elena in the consultation room, The Bigger Question ▶ PLAY · THE BIGGER QUESTION · :30

The films live in the grid below, one per audience and purpose. Every preview opens in a large player with its own controls. Go to the films.

The science stays controlled. The expression becomes more relevant.

Four different needs. Four different creative answers.

The audience and the purpose come first; playback is a click away. Each film is its own creative approach on the same controlled foundation.

The Bigger QuestionBAXFENDY · PATIENT CONCEPT · :30
Elena seated across from her clinician in the two-chair consultation room ▶ PLAY

A question carried for a year, finally asked. INTERNAL PROMOTIONAL-DEVELOPMENT CONCEPT PENDING ASTRAZENECA MLR REVIEW.

The SourceBAXFENDY · FIELD ENABLEMENT · :30
An overhead water channel with a brass source valve and a steel gate ▶ PLAY

The mechanism, the evidence, the boundaries, in one internal briefing. INTERNAL PROMOTIONAL-DEVELOPMENT CONCEPT PENDING ASTRAZENECA MLR REVIEW.

The First AlarmTOZORAKIMAB · HCP SCIENTIFIC · :30
A pale living canyon landscape under an arriving storm ▶ PLAY

Disease-state science: what a flare leaves behind, and the signal that starts it. INVESTIGATIONAL · PREAPPROVAL INTERNAL PLANNING MATERIAL, NOT APPROVED HCP PROMOTION.

The DrillTOZORAKIMAB · FIELD READINESS · :30
Three team members rehearsing a rope handoff on a pre-dawn hillside ▶ PLAY

Readiness as a practice: rehearse before the season. INVESTIGATIONAL · PREAPPROVAL INTERNAL PLANNING MATERIAL, NOT APPROVED HCP PROMOTION.

BAXFENDY · PATIENT CONCEPT · THE BIGGER QUESTION · :30
BAXFENDY · FIELD ENABLEMENT · THE SOURCE · :30
TOZORAKIMAB · HCP SCIENTIFIC · THE FIRST ALARM · :30
TOZORAKIMAB · FIELD READINESS · THE DRILL · :30

The creative has a history. The next brief has a head start.

Every piece carries its sources and its decisions. What was chosen, and why, becomes context the next brief starts from.

CREATIVE RECORD · BAXFENDY PATIENT CONCEPT

SOURCEPublic FDA BAXFENDY prescribing information
SOURCE VERSIONMay 2026
AUDIENCEPatient
CREATIVE DIRECTIONThe Number Isn't the Whole Story
HOW IT WAS MADEOne native :30 take · engine v2.5 · fired October 15, 2026 · three reference frames · reviewed at full zoom
HUMAN DECISIONSelected for relevance and clarity
CURRENT STATUSDEMO / NOT SUBMITTED FOR ASTRAZENECA APPROVAL

VERSION 1 · REJECTED · ILLUSTRATIVE REASON

"Overstates treatment benefit and suggests guaranteed blood-pressure control."

WHAT THE NEXT BRIEF REMEMBERS

CHOSEN DIRECTIONHuman-centered, question-led communication
AUDIENCE PRINCIPLERespect the patient's existing efforts
AVOIDAbsolute claims and implied guarantees
REVIEW REQUIREMENTApproved indication and balanced risk communication
NEXT SUGGESTED BRIEFPatient discussion guide · HCP email concept

A decision made once becomes reusable context. The record on the left feeds the memory on the right; your selection in section 04 is already here. ILLUSTRATIVE PROTOTYPE · NOTHING PERSISTS

Fit the systems. Prove the value. Then scale.

WORKFRONT

Briefs and workflow

RITUAL

Explore, decide, create, document

ASTRAZENECA REVIEW

Medical, Legal, Regulatory and other required approvals

SALESFORCE MARKETING CLOUD / FIELD CHANNELS

Audience activation and delivery

LEARNING

Approved decisions and relevant performance signals inform future work

PROPOSED ARCHITECTURE · INTEGRATIONS SUBJECT TO TECHNICAL DISCOVERY

What should we prove first?

One real use case. Clear success criteria. A measurable decision to scale.

Prior Ritual Ads case studies →

AstraZeneca × Ritual Ads · U.S. Customer Engagement · October 2026

One brief. Different audiences. Better conversations. A working demonstration built around two priorities: BAXFENDY market activation and tozorakimab pre-launch readiness. Illustrative internal concept; not AstraZeneca-approved content.