Life, Reimagined
Date
2020
Role
Art Direction, Campaign, Production
Living with Hereditary Angioedema is defined by uncertainty, where sudden and painful swelling can disrupt daily life without warning. This campaign reframed that reality by shifting the narrative away from attacks and toward possibility.
I helped develop and produce “Reimagine Life with HAE,” a campaign created for the Asian market that challenged traditional perceptions of living with HAE. The concept envisioned a confident, transformative future beyond the anticipation of attacks, using a bold and aspirational visual language to bring that idea to life. I was involved in shaping the creative concept and production, helping translate the vision into striking imagery and campaign executions designed to redefine what life with HAE could look like.