Argenx

Insight

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Many illnesses have an impact that goes beyond the physical, profoundly affecting different areas of people's lives: their emotional well-being, their productivity, or their interpersonal relationships. However, these experiences are often difficult to express and understand, frequently remaining outside the usual narrative surrounding illness.

In this context, and in collaboration with the pharmaceutical company Argenx, the need arises to explore new languages that allow these experiences to be voiced with respect, empathy, and innovation. In the case of Myasthenia, a rare and often invisible disease, this lack of emotional representation is even greater. Art and technology thus emerge as tools capable of translating complex emotions into understandable forms and generating a deeper connection with the reality of patients.

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Solution

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The Art of Emotions is a project that combines art, technology, and artificial intelligence to give visibility to people with Myasthenia from an innovative and human perspective. Through the testimonies of four patients, we explore how the disease influences different areas of their lives.

Each patient shared their experience regarding three key areas: quality of life, productivity, and interpersonal relationships. Based on their responses, our design team, together with AI tools, created three digital works for each territory, generating a total of nine pieces per patient. The works were built progressively, evolving according to each person's stories and emotions, transforming their experiences into unique artistic expressions.

In addition, we handled the production of the launch event in Valencia, along with an exhibition of the works, which brought together national media and authorities, turning the project into a high-impact in-person experience and amplifying its reach and visibility.

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Impact

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A new way to raise awareness of Myasthenia
The project offered a different perspective on the disease, focusing on the vital and emotional territories of the patients, fostering greater social understanding.

Innovation in social and artistic communication
The integration of real testimonies, design, digital art, and artificial intelligence allowed for the exploration of innovative formats for raising awareness of less visible realities.

Empowerment and patient agency
Participants became an active part of the creative process, acting as co-authors of the works and strengthening their voices and personal narratives.

Institutional and media reach
The launch event and exhibition helped position the project on the cultural and social agenda, attracting the attention of national media and institutional representatives.

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