Assignment: Create an initiative targeting pulmonologists—respiratory specialists who see many patients who are susceptible to NTM infections, but far too often don’t consider NTM as a possible diagnosis for their suffering patients.

Strategic Problem: Words just weren’t getting it done. No matter how much a patient would tell their doctor about their suffering, doctors still were reluctant to test for NTM infection—they just didn’t consider it a priority

Creative Solution: Our idea was simple. Connect real NTM patients with artists from around the world who could bring the impact of NTM to life with vivid imagery that could cut through the clutter and stick in the minds of pulmonologists—and prove the old maxim that a picture is worth a thousand words.

Winner: 2016 Cannes Lions Health Pharma for Print & Poster Craft: Illustration (Bronze); 2016 Global Awards Best Multichannel Campaign (Finalist); 2016 Creative Floor Awards Illustration, Press Campaign