ATTR-CM is a rare, life-threatening condition that affects the heart. And for years, it had just one story: Pfizer’s. They owned the category—its science, its awareness, its tone. HCPs defaulted to what was familiar. Patients settled for what was available. BridgeBio had no equity, no awareness, no room for error. So we didn’t come out shouting. We started with a whisper. Sound of Choice stripped away the noise and reintroduced the humanity. TTR Matters reeducated the clinical mindset and planted the seeds for something better. Then—when the silence broke—we were ready. Keep Life in Motion hit the heart. Golden Years hit the culture. This wasn’t a campaign. This was a reawakening for patients, providers, and the category itself.
We launched a three-act emotional arc designed to cut through apathy and create resonance:
The Whisper
The Sound of Choice opened with restraint. No scare tactics. Just space. Waves, footsteps, golf swings—each sound a meticulously crafted reclamation of life.Â
TTR Matters reframed the clinical conversation with radical simplicity: stabilization isn’t just a term—it’s the next era of care.Â
The Wake-up
Keep Life in Motion, our HCP Campaign, brought stabilization to life: grocery runs, golf games, singing in church. It showed what patients feared losing—and what treatment could protect.
Patient Now Approved demystified the experience with accessible UX, simplified tools, and empowering language.
The Roar
Golden Years,  featuring Morgan Freeman, hit culture with gravity and grace. A poetic short film that made people feel again. “It’s time to get busy livin’.”
Every element—from search to CRM, TV to social—followed the arc, with Morgan’s presence anchoring the emotional journey. We didn’t just reach patients—we reached caregivers, HCPs, and those holding their breath.
Together, Sound of Choice, TTR-Matters, Keep Life in Motion, and Golden Years built more than a launch—they built belief. From unbranded awareness to HCP engagement to full branded impact, the campaign redefined what’s possible in a crowded, complex category. And the results speak volumes. In its first full quarter on the market, Attruby generated $36.7 million in revenue—nearly triple analyst expectations. By mid-February, over 1,000 prescriptions had been written by more than 500 providers, proving that the creative didn’t just resonate—it moved people to act. In a space long ruled by a single competitor, Attruby is now not just part of the conversation—it’s leading it.
"Attruby generated $36.7 million in revenue—NEARLY TRIPLE analyst expectations"
Sound can speak louder than words
This wasn’t just a choice in treatment—it was a choice to take back life’s simple pleasures.
But how do you capture the weight of that “you’ve got a choice” moment? You hear it.
Instead of another pharma ad filled with graphics and statistics, The Sound of Choice stripped the noise away—letting sound and simplicity lead.
And how do you make familiar scenes—beaches, boardwalks, golf—feel fresh? Not as pharma clichés, but as the real joys patients feared losing.
Our mission was clear: show that choosing treatment means choosing life—and do it in a way that broke the mold.
We crafted three cinematic TV spots, each centered on a sensory moment: crashing waves behind a grandfather building sandcastles, creaking boardwalk steps on a morning stroll, the sharp thwack of golf balls at the range. Real, attainable joys—the kind ATTR-CM threatened to take.
In a category defined by chaos, we brought calm. In a sea of fast, loud, info-heavy ads, we embraced stillness.
We turned sound into storytelling—and reminded patients that choice can make life feel sweet again.
“What if you never heard the ocean again?” That single question sparked everything.
Sound was a successÂ
In just over 2 months (including the holiday break from November 2024 to Jan 2025):
- Drove over 58k sessions to the SOC website.
- Site visitors were highly engaged with the onsite video with ~800 video plays.
- The average visit duration on site surpassed the 1-minute benchmark with 1 minute and 13 seconds.
TTR-Matters: Unbranded HCP Campaign
Before we could launch Attruby, we had to prepare the field. TTR Matters was our unbranded digital platform built to reframe how HCPs saw the disease. ATTR-CM had long been misdiagnosed or misunderstood. Few grasped the role of TTR stabilization or how to act earlier. We filled that knowledge gap with clean design, clear language, and digestible science. From clinical tools to case studies, we built credibility—and curiosity. By launch, the conversation had changed. It wasn’t “What is ATTR-CM?” It was “How do we treat it better?”
We opened the categories eyes to see what stabilization really means
Keep Life in Motion: HCP Branded Campaign
ATTR-CM used to speak only one language: clinical, technical, guarded. Keep Life in Motion flipped that script. It didn’t just introduce Attruby—it redefined what prescribing it could mean. We didn’t talk about stabilization. We showed it. A man laughing with friends on the golf course. A grandmother singing at church. A quiet moment in a grocery aisle. These weren’t metaphors. They were meaningful everyday moments. Proof that treating ATTR-CM could feel like getting your life back. Each visual placed patients mid-motion, surrounded by illustrated “pillars” that symbolized life moments stabilized by Attruby. Every asset—from journal ads to digital banners—reinforced the message: you’re not just prescribing medicine. You’re helping someone hold on to the moments that matter.
Now Approved: Patient Branded Campaign
When Attruby got approved, we extended the story to patients. We built a branded destination rooted in clarity, empathy, and action. Instead of clinical overwhelm, we offered patient-friendly tools, a welcoming UX, and empowering language. Together, our HCP and patient campaigns became one unified voice—human, hopeful, and aligned.
This wasn’t “go to market.” This was go make people feel something. And it worked.
Patient Support Video
Motion moved people
- FDA approval in November 2024.
- 2072 total prescriptions from 756 unique HCPs in 5 months.
- Generated $36.7 million during the first quarter of 2025, blowing analysts’ consensus expectations of $12.6 million out of the water.
- CRM emails outperformed pharma benchmarks.
The Roar
Golden Years Campaign Case Study
Golden Years: Branded DTC Campaign
The Golden Years campaign was a multi-channel initiative that redefined how patients with ATTR-CM see their future. Anchored by a cinematic TV spot featuring Morgan Freeman’s narration, the campaign told the story of a retiring science teacher reflecting on a life well-lived—and a future still unfolding. Through warm, nostalgic visuals and the evocative soundtrack “Ooh La La,” we invited viewers to feel the emotional weight of choosing to keep living fully. This narrative extended across digital ads, social media, and print, creating a cohesive experience that resonated deeply with our audience. By focusing on authenticity and emotional connection, Golden Years successfully positioned Attruby as more than a treatment—it became a symbol of hope and continuity for patients and their families.
TV and Digital Spot
Golden Years resonated
In the first 9 days, Golden Years achieved:
- 4.2M TV completions (86%)
- 3.25M impressions across YouTube/YouTubeTV
- 22% lift in video completion rate
- 444% increase in organic search
- “Morgan Freeman Attruby” became a top branded query
Impact
Together, Sound of Choice, TTR Matters, Keep Life in Motion, and Golden Years built more than a launch—they built belief. From unbranded education to HCP engagement to cinematic storytelling, we redefined what pharma can feel like. And the numbers proved it. In a space ruled by inertia, Attruby didn’t just enter the market—it ignited it.