Finalist
The Tale of the CAR T Ninjas
Summary of work
CAR T-cell therapy represents one of the most advanced innovations in oncology—but its complexity creates fear, confusion, and barriers to meaningful communication. Patients and HCPs alike struggled to find a shared language for a treatment that was both extraordinary and deeply intimidating.
The breakthrough came from a single patient insight. Kathy imagined her CAR T-cells as "little ninjas" fighting on her side. In that moment, a daunting treatment became hopeful and empowering. This patient-led metaphor became the creative foundation for The Tale of the CAR T Ninjas—a short, beautifully crafted animation developed with BAFTA-nominated StudioDesk that reimagines CAR T therapy through a patient's own story.
Every element was intentional: character design brought T-cells to life; a landscape inspired by the human body made invisible science visible; a bespoke soundscape mirrored the emotional rhythm of the patient journey; and the script was co-created with medical experts to balance scientific accuracy and emotional warmth. Complex science became a tale that can help change lives.
Premiering at BSH 2025 to an oversubscribed haematology symposium, and generating 19.4K total website visits, including 1.7K direct visits to the animation since launch, this animation demonstrates what happens when genuine patient insight drives creative execution.
Judges’ comments
‘The Tale of the CAR T Ninjas’ was understandable, well crafted and clear language was used. The judges liked the consistent, eye-catching visual, a pure piece of visual taking the reader away from every day. It has a strong website, beautifully animated and the judges loved that the entry was based on patient insight.
