GEMTESA "More Time Here, Less Time There"
In 2021, we launched GEMTESA with a simple idea: More Time Here, Less Time There. The campaign showed how overactive bladder (OAB) can interrupt everyday life, and how GEMTESA could help people spend less time managing symptoms and more time doing what matters.
The illustrated characters were designed to feel relatable and embody the brand’s feminine, sophisticated personality. Their elongated proportions helped accentuate the lower body, subtly nodding to the disease state. Paired with aspirational settings, the campaign showed what living with fewer OAB symptoms could look like.
What started as a launch campaign became the foundation for the GEMTESA brand, extending far beyond some of the work shown here.
Product Launch of the Year
Our 2022 Product Launch of the Year submission for GEMTESA.
Agency — Area 23
Animation — Zombie Studio
Production Support — The Refinery
Client — Sumitomo Pharma America
Brand — GEMTESA
Links:
Marketing Sherpa
iSpot
AUA: Booths & Experiences
Over several years, created congress experiences designed to make GEMTESA stand out on a crowded show floor, including live sand sculptures that took shape throughout the show and interactive experiences that brought the brand to life in unexpected ways.
Another paired a robotic arm with a modified display that appeared completely blank. As the arm moved across the screen, it revealed key moments from the animation underneath, drawing in attendees curious to see how it worked.
Agency — Area 23
Experiential / Booth Production — Slate360
Exhibit Partner — Access TCA
Sand Sculpture — Archisand
Interactive Technology — Baby Lion
Client — Sumitomo Pharma America
Brand — GEMTESA
Links:
Slate 360
Speax by Thinx Collab
Thinx, best known for period underwear, created Speax specifically for bladder leaks, making them a natural partner for GEMTESA. Together, we created the Time To Go travel kit, combining OAB education, GEMTESA treatment and savings information, and a coupon for Speax leak protection underwear to help people with OAB feel more prepared while traveling.
We also designed TimeToGo.com as the campaign hub, supported by paid and organic social. The platform has since evolved and now lives within GEMTESA.com.
Holly Robinson Peete × GEMTESA
In 2023, we partnered with actress and real OAB patient Holly Robinson Peete as a spokesperson for GEMTESA. Holly is an actress and television personality best known for 21 Jump Street and Hangin’ with Mr. Cooper, with a career that began at age four playing Sally on Sesame Street.
Building on the Time To Go platform, Holly shared her personal experience with OAB and treatment with GEMTESA, helping bring a recognizable and authentic voice to the campaign. The partnership extended across patient testimonial videos, social content, brochures, digital, and other patient-facing materials, giving us an opportunity to evolve the campaign from illustrated characters into real patient storytelling. The collaboration continued to grow over the following years, with Holly becoming a recurring face and voice of the GEMTESA brand.
