John Reid ECD Syneos Health, pops in and shares how his team managed to get Genentech and the Spinal Muscular Atrophy (SMA) community into New York Fashion Week and in Vogue.

Great lessons here on dreaming the impossible, a new model of the creative team and how the pharmaceutical communications industry can be part of culture. 

Links to work below:

Vogue: https://www.vogue.com/article/adaptive-fashion-show-at-nyfw

People: https://people.com/style/open-style-lab-brings-spinal-muscular-atrophy-awareness-to-nyfw-with-inclusive-debut-runway-show/

Show highlights: https://www.youtube.com/watch?v=nLOOodsoVB0