AbbVie HIV Pharma Trial
BRIEF: AbbVie needed a campaign for an HIV trial that reflected the full diversity of people affected by HIV but with a limited photography budget. Because the trial was for people living well with their current HIV medication and this trial offered a better delivery system, we were able to inject a more light-hearted tone and the imagery reflected that.
Campaign Concepting
SOLUTION: The final system used one strong, inclusive image across web and collateral to represent the full spectrum of participants. That gave the campaign a cohesive visual identity, reduced production costs, and kept the messaging clear, upbeat, and respectful
CHALLENGE: The campaign had to feel respectful and credible, but not heavy-handed or clinical. Because the participants were healthy and being offered an easier alternative treatment, the creative could be warmer and more approachable without losing sensitivity to the condition.
APPROACH: I searched for a single image that could show a broad range of diversity in one frame, which helped keep the photography budget under control. From there, I built the website and collateral around that central visual, pairing inclusive imagery with a lighter mood that still communicated the seriousness of the trial.
RESULTS/IMPACT: The work delivered a more diverse and engaging trial presence than standard HIV study campaigns. By combining one well-chosen image with a thoughtful tone, the campaign made the study feel more welcoming while staying efficient and on budget.