Qelbree
An authentic pharma campaign
Qelbree is a once-a-day non-stimulant attention deficit/hyperactivity disorder (ADHD) medication for adults and kids. Along with my team at Digitas Health, I conceptualized and produced a refreshing approach to the pharma landscape for a new campaign targeting adult treatment.
At the core of our story is a drug treatment that keeps adults moving forward in their lives and present in the pursuit of their goals. ADHD won’t completely disappear and elicit immediate smiles and dancing on a beach. This ad treatment instead embodies a realistic approach to living with ADHD while keeping your direction. I deconstructed Qelbree’s signature diamond from its logo mark and transformed it into a beacon, pathway, and compass all rolled into one. The forms of the linework evoke a sense of movement and animation while also framing the feature subject as the hero of their specific ADHD journey. Inspired in part by Mario Kart’s Rainbow Road? Maybe. Conceptualized with a healthy dose of authenticity in mind? Definitely.
Another concept approach I explored was to encapsulate the message of adults living with ADHD creating their own molds with Qelbree as their treatment. I illustrated unique silhouettes for each subject using vibrant brand colors to convey this and to emit a beauty in the bespoke. Paired with handwritten font, imagery featuring warm natural light, and personal statements of affirmation, this take on ADHD treatment is for the mindful trailblazers.
