Project
Duphaston pitch
Deliverables
Conceptualisation for the pitch, art direction, visual Design
Agency
Publicis Life Brands
Brief Duphaston is a worldwide established brand indicated for ten conditions all related to Progesterone deficiency. Its primary use is to prevent miscarriage in at risk pregnancies. The objection was to deepen brand trust through emotional brand benefits. Also to building emotional consumer-centric story into the 'discover the light' creative execution by using the warm glow and silhouette.
Solution I was hired as an Art Director on Duphaston pitch to work directly with Executive Creative Director and a team of Art Directors at Publicis. I worked extensively on the brief and the concept of light and comfort. After exploring different ideas I came up with series of imagery that depicted illuminated objects like baby cart that resided in mother's womb. Extensive Adobe Photoshop skills were used to create the illusion of light. The final imagery and concepts were used in the presented pitch to the client and proved to be successful and won the pitch for the company.