Lyrica DPN Indication Creative Campaign Creation

Project Background:
Lyrica is indicated for the treatment of diabetic painful neuropathy (DPN). Patients with DPN feel a unique type of nerve pain in their hands and feet which is often described as burning, stinging, and shocking. Lyrica was in need of a new campaign to show doctors the severity of pain that their patients are experiencing.

My Role:
As the creative lead on Pfizer’s Lyrica account, I directed the DPN creative campaign from concept to completion. I oversaw the creative direction of the photoshoot, visual identity, as well as all Lyrica DPN HCP-facing assets, tactics, and materials.

Concept and Creative Direction

The campaign was created as a visual cue to show doctors the pain their patients are experiencing. When a patient mentions burning, stinging, or shocking pain, Lyrica should be top of mind. The look and tone of the campaign is dark and dramatic. Three distinct images were created to showcase the main symptoms of DPN pain, fire for burning, bees for stinging, and electricity for shocking pain. The lighting is striking and expressive to enhance the feeling of pain and emotion that these patients live with everyday.

Campaign Hero

Directing the Photoshoot

As lead designer for the campaign I was involved with the shoot every step of the way from photographer selection, casting, props and wardrobe, on set direction, and retouching.

Asset Creation and Campaign Rollout

Once the campaign hero images were developed they were blown out into matching tactics including brochures, iDetails, and banner ads.