LARTRUVO is a drug for soft tissue sarcoma (STS). The brand was looking to make a splash at a major conference. Issue was, oncology marketing is big and standing out at conventions is a huge challenge. Even harder given STS is extremely rare. The prevalence of STS is just 1/133 of other cancers. To stand out, we designed the brand booth in the exact proportion that STS represents within oncology—1:133.