Merck — Lung Cancer Awareness
National Campaign → Global Rollout
Breathing is something we take for granted—until we can’t. Deep Breath turned that human truth into a lung cancer awareness campaign designed to encourage conversation and early screening without fear.
My role
Led visual system design and art direction across film, OOH, digital and social.
Created a global rollout guide in partnership with the creative director, strategy and medical–legal teams.
The challenge
Create urgency without fear, while navigating medical requirements and encouraging a clear first step.
Outcome
Launched in Canada and later adopted globally, with a visual system built to scale across markets.
A flexible visual system brought the idea to life across channels and markets.
