ART DIRECTION
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Art Direction
THE OBJECTIVE
Create new photography assets to support raising awareness for HAE.
HAE is a rare genetic disorder that can cause recurrent attacks of painful, disabling swelling. Attacks can occur in any part of the body, but characteristic locations include: face, throat, hands, abdomen, genitals, feet.
THE SOLUTION
Campaign concept: “HAE on my mind. When you can’t stop thinking about the next HAE attack, you see it happening everywhere.”
Collaborating closely with my Creative Director we crafted stunning and eye-catching new images for this Disease State Awareness campaign. The concept, in my own words, was when you have something on your mind all the time, you start seeing it everywhere, in this case, HAE attacks. These attacks occur in different parts of the patients body; think hands, stomachs, and feet for example. We decided to highlight these thoughts, working closely with illustrators, CGI vendors, and a production team to bring our ideas to life. The project included many mood boards, plenty of decks, presentations, and sketches in order to get it just right. This was a particularly challenging project as we shot photos which heavily relied on CGI, which meant balancing client expectations, and fortunately with their trust in us, we were able to complete it all without too much hesitation, and it resulted in multiple strong images which were used across digital and print platforms.
Final campaign images below
branding + website
In addition, we also worked on the evolution of the brand identity and website. Click the button below to learn more.
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Internal Event Video
With my Creative Director (art) and copy partner, I was the design lead on this project, directing the execution of the video and working closely with our agency video editor.