ITP Awareness Campaign + MOD

Project type: Disease State Education

Role: Group Lead Designer / Senior Art Director
Agency credits: minds + assembly

For this disease-state campaign, we set out to reveal the hidden force behind primary immune thrombocytopenia (ITP): Immunoglobulin G (IgG) autoantibodies. Inspired by the anglerfish, we personified IgG as a menacing creature lurking in the deep, waiting to prey on platelets and drive their destruction. This visual metaphor brought the underlying mechanism of ITP to life in a way that felt visceral, memorable, and impossible to ignore.

Below are examples of the campaign execution along side the scientific method of disease video that helps reinforce the key drivers of ITP.