Merck's ezetemibe franchise was launching and it needed a creative campaign that clearly connected all four brands (Vytorin, Zetia, Ezetrol, and Inegy). As the co-lead on the brand I oversaw the campaign development and full launch.
Our two key strategic drivers for HCPs were the treatment of the future and MOA. This campaign epitomized that. It was created digitally with motion capture and then motion graphics brought it to life. We started with digital and used those images to create all the print elements.