OVERVIEW: Called on by an agency to re-think a print campaign for Abbvie, Joe was tasked to work with a challenging representation. This HCP-facing advertisement was hoping to tie in the method of detection used by Gastroenterologists — stool samples on a microscope slide — with the campaign imagery. Joe was shown the prior execution of a stool sample on a slide of a smiling face [inset] , and he decided to remove the questionable imagery altogether, and rely instead on having the desired outcome of testing — PERT positive outcomes — visually project from the microscope commonly used by HCPs for detection. The end result was an elegant, sophisticated solution to a challenging visual representation.

 

TA: Gastroenterologists

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ROLE: Concept, design & digital illustration; Photoshop & InDesign.