Zilxi Brand Launch and Creative Campaign Development
Project Background:
Zilxi is the newest product in Vyne Therapeutics’ portfolio of dermatology products. Zilxi came to market to fulfill an unmet need. Minocycline is a drug that Derms love, but has only been available in a pill form. Now, thanks to Zilxi, it can be prescribed as a topical foam.
My Role:
As the creative lead for Vyne’s dermatology portfolio, I was in charge of ensuring the successful Launch of Zilxi. I oversaw the creative direction, brand strategy, remote photoshoot, and visual identity for all assets, tactics, and campaign materials.
Concept and Creative Direction
The creative concept was designed to appeal to both the HCP and patient audience. It shows empowered patients conquering their Rosacea with the help of Zilxi’s topical foam.
Directing the Shoot
As art team lead I was involved with the shoot every step of the way. This shoot was particularly rewarding because it was the first remote shoot at our agency. Pre-planning was the key to our success making sure we were in lock-step with the photographer, CGI artist, and client.
Bringing the Campaign to Life
Once the campaign hero images were developed, matching visual identity assets were created. This included patient portraits, iconography, and data visualization. These assets were then pulled through into multiple tactics to create a recognizable and cohesive campaign.
