Art Direction & Design
Acuvue Advance from Johnson&Johnson was looking to update their DTC Pharma campaign promoting thier new contact lenses with Hydraclear technology. Targeting young contact lenses wearers between 18 and 30, I leverage the product benefits of moisture, softness, and hydration in an aesthetic and bold solution that empathized with the trendy, tech-savvy consumer group. It was the clear winner in testing; millenials and the brand team loved it.
Yet, as often occurs, the brand team decided to expand on their existing campaign, resulting in the following Print Ads and TV :30 spot.
Images: TV :30, Print ads highlighting benefits, TV copy storyboard, Final print ads
J&J Acuvue Advance
Bold print ads focused on leveraging the product benefits of Moisture, or H20 (hydration), and Softness while
immediately visually communicating new technology.