Johnson & Johnson: Janssen Positively Fearless

Instagram-photography based choose-your-own adventure.

Shot in Iceland, Boise, Idaho and NYC.

Positively Fearless is a social activation centered around a choose-your-own adventure Instagram experience that takes users through a day in the life of Patrick Ingram, a young flight attendant and advocate living with HIV. By inviting our audience to step into Patrick’s shoes, they steer the narrative while learning more about challenges life can place in the way of medication adherence, explains the correlation to resistance, and guides them to information and resources and ultimately PREZCOBIX® in a unique and refreshing way.