Biaxin

For Biaxin^® XL, I art directed a pharmaceutical ad designed to communicate confidence and reliability without relying on typical clinical imagery. Using an unexpected and memorable visual—a man calmly sunbathing beside an alligator—the concept created immediate tension and captured attention, while the headline reinforced the message of certainty in treatment. The contrast between the monochromatic illustration and the bold brand colors gave the piece a strong visual presence and helped position the product in a more distinctive and engaging way.