Role: Associate Creative Director
Contribution: Concept, creative direction, branding, print design, web design
Journey Medical was about to launch Emrosi, the first new rosacea treatment in
decades and the company’s first product launch ever. A reformulation of minocycline
(an old-school antibiotic written off for its bad side effects), Emrosi had
incredible efficacy and safety data and a set of startling before and afters. The
company wanted an in-your-face campaign that dared doctors to take another look at
minocycline.
My partner and I presented a series of options that made the viewer lean in to take a
second look. Ultimately, the client went with one that evolved from our original
pitch: the Minomize campaign, which centered the molecule and incorporated a before
and after element, in reference to their landmark real patient data, all while
putting HCPs face-to-face with their patients.
With a limited budget, the campaign needed to serve both HCP and DTC audiences. We
wanted Emrosi to feel at home with other skincare products, and went for a crisp,
sunlit style that was bright, beautiful, and also well suited to the stark detail of
the campaign. Using a modular approach, we got a flexible library of photos in a half
day shoot and had a successful launch -- we even got a shout out from Montel Williams
on his show, The Balancing Act.
