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 an 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 various pain points it aims to tackle. Designed for billboards, print ads, and social media, the all-type layouts speak the language of the platforms they live on.
TAKEAWAYS
This project taught me how to weaponize platform‑native design for impact. Using this to turn familiar formats into unexpected and powerful designs. I learned that even a mainstream brand can feel disruptive when you flip the visual language its audience takes for granted.