Case
Study
Role & Scope
Art Direction, Typography, Copywriting
THE BIG IDEA
Pharmaceutical advertising is often formulaic, with sterile photography and cautious messaging. Tylenol needed a visual voice that could cut through the noise of daily life — especially for busy Gen Z and millennial audiences who rarely slow down and rarely notice traditional ads.
The Challenge
By creating a rebellious, all-type design system that shouts rather than whispers — mirroring the intensity of pain itself — the campaign could feel as energetic and real as the people Tylenol aims to help.
Final Outcome
The campaign delivers bold, bite-sized doses of pain relief messaging — packaged in a visual style that mimics the very channels it aims to disrupt. Designed for billboards, print ads, and social media gifs alike, the all-type layouts speak the language of the platforms they live on. The result feels native yet jarring — making Tylenol feel instantly at home on urban walls and endlessly scrollable feeds. It’s an ideal fit for grabbing attention in fast-paced spaces and reframing a household product as a cultural voice.
TAKEAWAYS
This project taught me how to weaponize platform‑native design for impact — turning familiar formats into unexpected statements. It also sharpened my skill for telling a lot in under 10 seconds, using pacing, scale, and typographic contrast to build tension and then release it. Above all, I learned that even a mainstream brand can feel disruptive when you flip the visual language its audience takes for granted.