Fierce Against Muscular Dystrophy

THE SITUATION
Duchenne muscular dystrophy (DMD) is an incurable, fatal genetic disorder gradually weakening the body’s muscles, eventually robbing children of the ability to walk, breathe, and even smile. We needed to drive attendance at a yearly fundraising event organized by the parents of Conner Curran, who was diagnosed at age 4.

THE IDEA
Even though MD may steal smiles, it can never steal our fierce determination to fight it with all we’ve got. Through outdoor, social media, and custom-made AR filters, we helped drive attendance and donations to a record-breaking, live fundraising event.