Client: Boehringer Ingelheim + Eli Lilly Alliance
Target Audience: Healthcare Professionals (HCPs)
Campaign Type: Unbranded / Disease Education

Challenge
Cardiovascular, renal, and metabolic systems are deeply interconnected—but many physicians still treat these conditions in isolation. This fragmented approach can increase the risk of heart failure, kidney disease, uncontrolled diabetes, and even death. Our challenge was to shift HCP mindsets toward a more integrated, multi-system model of care.

Creative Solution
To reframe the science in a visually compelling way, we developed the metaphor of a construction team performing a delicate balancing act—symbolizing the intricate coordination required between the three organ systems.

Starting with my original hand-drawn concept sketches, the idea evolved into a beautifully crafted 3D illustration, executed in collaboration with the brilliant team at Zombie Studio. The final visual struck the right balance between playful and sophisticated, making a complex clinical message both accessible and memorable.

Impact
The campaign stood out in a highly regulated pharma environment—grabbing attention and driving conversation. It encouraged a more holistic treatment strategy, reinforcing the importance of choosing therapies with multi-organ benefits to drive better long-term outcomes for patients.