I was tasked with fully conceiving and producing the creative for an informational long form content piece about the effects of substance abuse on the brain, specifically correlating to headaches. Other than the written piece itself, the work was given no direction or target to follow, but instead was open to take in a unique, creative direction. An idea that was brought up early on referenced vintage headache medicine tv ads, and I instantly ran with it, seeing potential for some really fun, sharable eye catching visuals.

In true retro golden age tv fashion, I decided to go with a black and white based palette, and mirrored graphic styles from the time period, with extra emphasis on strong contrast, readable shapes, and illustrative line work. I also applied tactile retro patterns throughout, to further enforce the theme. The only time the theme is broken is at the end of the piece, color representing a sign of hope, and the reader is prompted to get more info or find help via help line call.

The piece was designed and built to work for both Desktop and Mobile, and I lead the process in designating how the work should appear and function by meeting with the development team and providing detailed spec docs. I also fully lead the creative process and worked with the content team throughout the design process, to ensure the creative direction met their needs.