CLIENT
AstraZeneca | Symbicort Asthma Treatment
ROLE
Conceptual Lead | Design | Presentation | Music | Sound Design
PROJECT
Asthma indication update campaign
Challenge: AstraZeneca wanted a campaign that didn’t play it safe. W2O London asked me to lead the pitch concepting phase—and push boundaries.
Solution: I was brought in as a Creative Director to lead concept development across 5 art teams and 4 artworkers—exploring and curating over a dozen campaign directions.
We went big. Provocative. Unexpected. The result was a disruptive campaign that challenged norms, highlighting Symbicort’s dual benefits with bold visuals and strategic mess
Core winning concept adlob
Cyborg: A high-impact metaphor that visualised inner battle and chronic damage in a striking, uncomfortable way.
Campaign launch
Digital first awareness campaign rolled out in 18 countries with AstraZeneca and GAAPP.
Aimed at breaking over-reliance on ‘blue’ reliever inhalers
Anchored by the Reliever Reliance Test
Delivered across digital, video, social, and advocacy networks
I was brought back to put on my sound design hat for the launch film and a suite of social videos.
The final assets below were the centrepiece of the global launch.
Social mini films
Award-Winning Impact
Finalist – PMEA 2021 (Patient Education & Support)
Shortlisted – Communiqué Awards (Multichannel Excellence)
