When Lilly launched Basaglar, we were tasked with creating the brand's digital experience for the U.S. Hispanic market. Our goal wasn't simply to translate existing materials, it was to make diabetes education and treatment feel more relevant, relatable, and culturally meaningful.

We adapted the website and digital ecosystem using cultural insights specific to Hispanic audiences, recognizing that many patients have different beliefs, questions, and concerns about starting insulin therapy. Every piece of content was designed to improve understanding, build confidence, and encourage more informed conversations with healthcare providers.

One of the campaign's centerpieces was Basilio's story, a short film inspired by the experiences of many Hispanic patients living with diabetes. Through his journey, we addressed common misconceptions about insulin, reduced fear around treatment, and encouraged patients to ask their doctors whether Basaglar was right for them.

Rather than relying on product messaging alone, we used authentic storytelling to create empathy, build trust, and make complex health information feel accessible.