XIFAXAN
Senior Art Director | Barker
When you have IBS-D, the bathroom is never close enough. Using this key insight, we developed an empathetic, integrated consumer campaign that humanized the condition. In a fresh look and subtle tone for the category, we highlighted the inner mindset of an IBS-D sufferer through our commercial, testimonial videos, website refresh, digital display, and photo shoot assets. As a result, we not only helped to destigmatize IBS-D, but prescriptions from patient request increased 300%+ with TV driving 64% of new prescriptions within three months of launch.
My Role: As the Senior Art Director, I designed all primary creative assets including the full consumer website update, visual identity guidelines, social ad animations, promotional print materials, website illustrations, and baseline illustrations for the commercial. I led all phases of two commercials, two photo shoots, and the testimonial videos including concepting, storyboarding, casting talent, attending shoots onsite, and post-production finalization.
Deliverables: commercials, testimonial videos, website, social, print materials, brand guidelines, illustrations, photo shoots
In 2021, we evolved our Bathroom Route campaign to develop a new, timely commercial titled ‘Work Meeting.’ We hit on the current COVID environment of working from home, where especially at high-stakes moments—IBS-D symptoms are still prevalent.
Video Production: Mirada Studios, NB Content
Photography: Ari Michelson, Thomas Chadwick