A disruptive omnichannel breast cancer awareness pitch win campaign for Hologic designed to shift the conversation toward personalized medical risk. Tasked with breaking through the traditionally homogenous "pink ribbon" messaging, my role spanned from crafting the boldly inclusive, playful art direction to orchestrating an unconventional media strategy.
CLIENT
Hologic
Agency: Brands2life
ROLE
Creative Lead
SERVICES
Concept & Art Direction
Social & Creator Strategy
It's time to get to know them
The campaign began as a hand-drawn sketch by real women. Participants were invited to draw their own stories to reflect their unique shapes and medical journeys. These raw, personal marks were then vectorized to create our campaign’s visual identity.
To focus on the hidden complexity of breast density, a critical risk factor that remains largely unknown to the majority of women, we went big. Massive street-level guerrilla installations, the physical volume of massive balloons to symbolize the literal 'density' of the body.
TEAM
Smooth Scroll
This will hide itself!
This will hide itself!