Integrated campaign

Multiple sclerosis is an invisible disease that affects over 140,000 people in Italy.
The symptoms are not visible to others and sufferers are often discriminated against: no one protects their rights. That's why we showcase the invisible symptoms of multiple sclerosis with the help of artificial intelligence. We have collected thousands of testimonies from MS patients and thanks to a text-to-image generative artificial intelligence, we have transformed them into images that are impossible to ignore. During World Multiple Sclerosis Week, millions of people could see what was previously invisible, thanks to an open-air exhibition in several cities and a digital gallery, where patients from all over Italy could show off their invisible symptoms. AISM and MS have received a peak of awareness, pushing politicians to act and signing a bill of rights in defence of those suffering from MS.
Multiple Sclerosis has always been invisible, but now it is visible.

Case study

Vic & Frank
Creative team

Vic Apicella

After a master's degree in copywriting, she started her career in several creative agencies in Milan. She is now a creative director, a teacher at NABA Communication Design School, and a doctor in Economics&Finance, although she never tells anyone.

+39 333 1130766

Frank Guarini

Frank is a creative with more than 10 years of experience. He loves art direction crafting more than everything. He graduated with a Bachelor of Arts in NABA and now he is a creative director, a piano player and, as a good Italian, a cooking lover!

+39 329 9765140