In a campaign that reimagines a nostalgic visual trope, I served as the lead art director for “Motivational Posters,” a direct-to-consumer prospecting initiative for Amgen’s KRYSTEXXA. The concept drew on the familiar look of vintage motivational posters to create a surreal, visually immersive narrative that educates viewers about the seriousness of uncontrolled gout.

The campaign centers around Tom, a relatable everyman who begins to notice a series of classic motivational posters in his doctor’s office. As he looks more closely, these posters animate—blending realism and imagination—to reveal the unseen systemic impacts of gout. Each animation metaphorically explores the emotional and physical toll of the disease. For instance, a poster of a man resembling Tom climbing a mountain becomes a symbolic representation of his journey with gout and his fight to regain control of his life. As the animation concludes, Tom’s animated self reaches the peak, mirroring his newfound motivation to discuss KRYSTEXXA with his doctor.

As the primary art director, I defined the visual identity, animation transitions, and tone of the piece in close collaboration with my creative director. I designed each poster and storyboarded the narrative journey, focusing on the emotional through line and pacing to match our messaging hierarchy. I also collaborated closely with the senior copywriter to align visuals with key claims, and I oversaw production and animation with our vendor partners to ensure that the final product stayed true to the storyboarded vision—down to sound design and transitions.

This campaign strategically delivered on four core messaging priorities:

Gout is a systemic disease – highlighting its impact on joints, bones, and vital organs.

Defining uncontrolled gout – educating patients on symptoms and when oral medications may not be effective.

About KRYSTEXXA – introducing its fast-acting treatment approach and its ability to remove uric acid buildup.

Help is possible – offering a message of hope and encouragement to take action.

We built out a full omnichannel digital experience, including static, video, and GIF ads deployed across Reddit and Meta, each optimized for format and platform behavior. All ads funneled to a hidden media landing page designed specifically to house the full-length experience for those curious enough to engage further. I led the design and UX of this landing page, ensuring a seamless narrative flow from ad to deeper educational content while preserving the surreal visual theme and emotional tone.

Results: In its first month, “Motivational Posters” achieved an average T1 rate of 15% (across both static and video), making it approximately 13 times more effective than the brand’s previously top-performing concept.

This campaign represents one of my favorite intersections of visual storytelling, patient empathy, and strategic creative—transforming a static trope into a compelling call to action.