When the sales team came to us with an RFP from Cequa, via agency Klick Health, the challenge was twofold — introducing a brand new ad format to a category that notoriously struggles with ad specs, and doing it with no assets provided.

The format in question was In-Screen Velocity, a unit new to market that loads expanded on the page and collapses as the user scrolls, causing the ad content to bounce and react in real time. It’s a distinctive, movement-driven experience — and not every brand is a natural fit for it.

Pharma was an ambitious choice. Between Important Safety Information eating into the available space and the industry’s tendency to resist non-standard formats, the design had to be both creative and precise. Assets were sourced directly from Cequa’s website, and rather than defaulting to a standard rectangular layout, the composition experimented with shapes and structure to make the most of the limited real estate. The goal was to demonstrate what Pharma could look like in this format — and set a benchmark others could follow.

No generative AI was used. The demo was built entirely through traditional design and animation techniques.

It worked. The demo activated new meetings with the client and became the go-to reference for future Pharma pitches in the format.