If it’s COVID, PAXLOVID

Assignment: We refreshed the global PAXLOVID campaign to better reflect today’s COVID reality. As perceptions have shifted and people are no longer isolating in fear, the focus moved to recovering comfortably at home. To reinforce this sense of ease and reassurance, we introduced soft pink fuzzy elements into the characters’ wardrobes, visually underscoring the comfort of at-home recovery with PAXLOVID.

My role: Idea conception, design iterations, provided art direction on casting, wardrobe, set, etc.

Universal truth: Recover where you’re comfortable

COVID-19 no longer carries the same level of uncertainty it once did. Taking a lighthearted approach to recovery, we wanted to highlight a relatable truth: people feel most comfortable recovering at home. With PAXLOVID, home becomes the setting for getting back to what matters.

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