ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Illustration

PEPAXTO® Flower Tiger Digital Illustration Series

Agency Razorfish Health / New York + Lightfarm Studios / Rio de Janeiro + Reikan Creations / Montreal

Client Oncopeptides / Pepaxto


Digital / Series

Annual ID


About the Work

We wanted to create an unforgettable character to represent a one-of-a-kind treatment for the multiple myeloma: PEPAXTO® (melphalan flufenamide).

PEPAXTO is strong against the disease but gentler on patients than other treatments. We couldn’t say that for regulatory reasons. So, we decided to show it.

We commissioned a Japanese flower artist to create a different breed of power. He constructed a tiger made from chrysanthemums, roses and gerberas; a Flower Tiger we named Pax.

Then, to tell the bigger story of Pax, we introduced our flower artist to a CGI studio. Together they produced a series of lush, beautifully lit digital illustrations that brought the spirit of Pax to life.

They created a hero image that reveals the strength and compassion of Pax. We see him in one illustration leaping through the jungle to attack the disease, and,in the next , lounging peacefully.

Other illustrations were design to show essential characteristics of PEPAXTO. We showed Pax traveling through a river to reinforce that PEPAXTO is an infused treatment. And, in our final image, we show Pax entering a cave, just as PEPAXTO enters multiple myeloma cells.

PEPAXTO was marketed in the US from March to October 2021 when the company voluntarily stopped marketing the drug. But this CGI library of illustrations endures as a beautiful example of what’s possible when organic and digital artists share a creative vision.

2022 Awards

Total Points: 9



Razorfish Health / New York

Production Company

LightFarm Studios / Rio de Janeiro
Reikan Creations / Montreal


Heber Conde

Chief Creative Officer

Tj Cimfel

Creative Director

Carolina Gallegos
Jessica Drum

Group Creative Director

Mark Nolan


Raku Inoue


John Burke

VP Group Account Director

Matthew Dufner

Art Supervisor

Kevin Gondres

Associate Director of Project Management

Allison Raisfeld

Concept Art

Giselle Almeida
Mayara Souza


Ricardo Daroz

Copy Supervisor

Paul Kuehn

Director of Art Production

Sandra Locke

Film Color Grading

Daniel Silva

Lookdev & Environments

Marcelo Vaz


Pedro Augusto


Krystal Leasure


Leo Carvalho

Seated Pose

Felipe Simões

Still Post Production

Thiago Marques

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