[OVERVIEW]As a key creative voice on a growing team, I had day-to day influence across every aspect of the creative output for MACI, a knee cartilage repair treatment, from shaping overall look and feel to developing audience-specific campaign strategies that kept patients and healthcare providers distinctly and purposefully reached.
[MY ROLE] Campaign concept
Visual identity
Art direction
Production shoot direction
Patient and HCP audience strategy
Day-to-day creative development
CLIENT WORK
CLIENT WORK
We developed two distinct visual identities for MACI's new creative platform, tailored to both patient and HCP audiences, that lived within one unified visual system while speaking to the unique mindset and decision journey of each. The client chose "It Hurts When I Do This" and we ran with it, building out a full campaign refresh that gave the brand a bold new creative direction.
For our patient audience, this campaign mirrors the specific moments pain interrupts movement, immediately connecting with those who have felt this before and are ready for a way forward.
For our HCP audience, this campaign centers the surgeon's decision-making process, positioning MACI as the strategic next step when conservative treatment is no longer enough.
