The opportunity
Ulcerative colitis and Crohn's disease don't just affect the body. They reshape how people live, plan and feel about themselves. Patients managing flare-ups often carry a quiet shame alongside the physical symptoms, and that emotional weight was largely absent from the category's communication.
The brief was twofold: give patients a reason to believe in long-term remission, and give healthcare professionals the confidence to prescribe. We needed to do both without flattening the human reality of the condition.
Healthcare Campaign · Patient Communication · Experiential · Sonic Branding · Print · DigitalMy role
I led the creative direction at DDB Remedy, working with the team to develop a campaign built around a single idea: silence. Not absence, but relief. The kind of quiet that comes when your body stops fighting you.
We partnered with a world-renowned photographer to capture real moments of transformation. Sonic branding was composed specifically for the campaign to evoke calm and release. The work spanned journal advertising, a data book, sales aids and an immersive experiential moment: a giant drum installation that invited healthcare professionals to physically step inside the rhythm of relief.
COMPANY: DDB REMEDY
YEAR: 2024
CREATIVE DIRECTION LIDYA CORTBERG & LEILA TAHERI
PHOTOGRAPHER & DIRECTOR: JILL GREENBERG
