︎CREATIVE DIRECTION
︎ILLUSTRATION
︎COPYWRITING

Project Brief

University Final Major Project addressing the medicalization of weight loss and the growing pharmaceutical industry's exploitation of the obesity epidemic. The campaign exposes the concerning trend of companies like Novo Nordisk prioritizing profit over public health, particularly through the Ozempic frenzy. While advancements in obesity treatment are crucial, the project emphasizes the urgent need to address root causes through preventive measures rather than pharmaceutical solutions alone.

Design Approach

The campaign employs "Neon Psychedelia" as its visual language—a bold, vibrant aesthetic that disrupts conventional health communication design. The deliberately intense color palette (hot pink, electric yellow, cyan, purple) with spray paint textures creates an intentionally jarring visual experience that mirrors the unsettling reality of profit-driven healthcare. Custom illustrations transform weight-loss medication into psychedelic imagery, symbolizing how these drugs are being marketed as "magic solutions." The distorted, chaotic typography reflects the distorted priorities of an industry that commodifies health. This provocative approach cuts through the polished, clinical aesthetics typically used by pharmaceutical companies, demanding attention and sparking uncomfortable but necessary conversations about healthcare ethics.

Deliverables

• Campaign Identity - Bold typographic system and neon color palette
• Illustration Series - Custom psychedelic artwork critiquing pharmaceutical marketing
• Street Posters - Large-format awareness campaign materials for public spaces
• Digital Graphics - Social media content designed for maximum impact and shareability
• Copywriting - Campaign messaging and calls to action
• Media Coverage Mock-up - Conceptual press feature demonstrating campaign reach

Tools

Adobe Illustrator, Photoshop, InDesign, Procreate, Risograph

Outcome

A visually disruptive campaign that challenges the pharmaceutical industry's approach to obesity treatment, successfully using provocative design to spark important conversations about healthcare priorities, body image, and the ethics of profit-driven medicine. The bold aesthetic ensures the message cannot be ignored, advocating for systemic change that prioritizes genuine health and well-being over financial gain.