You Deserve ZERO Replases
Overview
YOU DESERVE ZERO is a campaign created for people living with NMOSD, a rare autoimmune disease characterized by unpredictable relapses. Designed to challenge the compromises patients may come to expect from their disease, the campaign featured confident, expressive portraits celebrating patients beyond their diagnosis.
Through the visual direction and creative approach, we aimed to empower patients to advocate for a relapse-free life, with “zero” representing the goal of zero relapses, zero tradeoffs, and zero compromises.
Type of project: Commercial
My role: Art Direction
What I did: concept ideation, storyboard development, shoot planning
Featured across brand collateral, the imagery highlights the diverse ways people with NMOSD can thrive, whether running an antique shop, pursuing music, or raising a family at home.
Supporting Campaign Imagery
Coordinating creative references and visual direction for casting, wardrobe, and location set design to ensure every detail aligned with the campaign’s vision.
Commercial Preparation
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