Mito Mayhem

To highlight the challenge of diagnosing Primary Mitochondrial Myopathies (PMM), our team created a campaign that visualizes the diagnostic journey as a chaotic pinball machine — a metaphor for years of bouncing between symptoms, specialists, and uncertainty. In research testing, this concept quickly rose to the top for its uniqueness, clarity, and emotional relevance: physicians immediately recognized the burden patients face, and many related to the feeling of themselves circling endlessly in search of the right diagnosis.

The campaign’s bright CGI worlds, detailed mini-scenes, and empathetic character moments encouraged viewers to linger, discovering new layers the longer they spent with it. We extended this visual language into an interactive website where users could explore each “pinball” clue at their own pace — a digital experience that earned an almost perfect accessibility score across key measures, ensuring the design remained usable, inclusive, and clear for every visitor.