Launch Campaign
Every Kind of Traveler
Sell protection as adventure, not fear — a graphic, ownable launch for a first-of-its-kind travel vaccine, plus an evergreen 3D film that makes the science simple.
A significant post-launch spike in disease searches (Google Trends).
Launch the first vaccine of its kind for a mosquito-borne illness that hits travelers, and make it feel relevant without being fear-based.
Travelers don't want to picture getting sick. They want adventure. So frame protection as empowerment.
We leaned into travel with a light, informative tone and a graphic, ownable identity — vibrant color, bold type, a look that worked as well on a website as a sales aid.
Beyond the launch, the brand needed an evergreen way to explain the science, so we produced a campaign-agnostic, 3D-animated mechanism-of-action film — built to live on long after the campaign — that turns complex immunology (how virus-like particles train the immune system) into a simple, elegant story.
Set the campaign tone and master design with my writer, then led a team of six through aggressive timelines: consumer and HCP sites, sales aids, banners, and social. Designed the disease-primer sales aid myself, concepted and supervised the 3D MOA film with an animation studio, and advised on adapting the work for global markets.
The brand quickly gained ground on its only competitor — a sign the campaign built real awareness and consideration.
