Industry: Pharmaceutical

Challenge
How do you emphasize trust and reliability in a treatment for bacterial infections—without resorting to clinical or forgettable visuals? The challenge was to make extended-release clarithromycin (Biaxin® XL) feel as confident and dependable as the doctors prescribing it.

Solution
The ad uses unexpected visual humor: a man calmly sunbathing face-to-face with an alligator. The headline asks,
“Are you as sure as XL?”—a bold, almost cheeky comparison of trust.
By pairing striking visual contrast (black and white realism vs. bold brand color) with minimal text, the layout captures attention and communicates a clear message of confidence in treatment outcomes.

My Role
Art Director