The Best Gets Better
This is the campaign used to launch a new product, an ocular nonsteroidalanti-inflammatory drug (NSAID) that control inflammation after cataract surgery. The task was to create a concept that conveyed the ketorolac molecule’s history of excellence without looking “old” or “traditional”.
The problem: how to show incremental improvement without devaluing the previous versions of the product?
The solution: show the progress of refinement that takes place in the diamond industry, from uncut stone to final, polished gem reminiscent of your brand logo, as a metaphor for the evolution of the product.
This is the fourth formulation of ketorolac introduced to eye care practitioners, and is absolutely the most innovative. This concept suggests that each new formulation has gotten better, leading to the final diamond which is polished to perfection.
The glossy diamonds featured in the design were inspired by the look and feel of high-end jewelry collections like Cartier, De Beers and Piaget. The art communicates that this is a quality product and uses the smooth edges of the polished diamond to suggest surgical precision.
Print ad for healthcare audience
Visual Aid
Dimensional Direct Mailer
Outdoor Advertisement (San Francisco Cable Car Ad)
CGI Video Animation
