Reduce the Repeat

For our client XIFAXAN, the Reduce the Repeat campaign tackles the recurring nature of overt hepatic encephalopathy (OHE) symptoms. We designed a series of ads featuring a single patient in four different vignettes within the same scene. This approach illustrates the repetitive and persistent nature of OHE. By visually demonstrating these repeated episodes, the goal is to prompt doctors to recognize and address these ongoing symptoms more effectively with XIFAXAN. This campaign aims to drive home the message of reducing symptom recurrence through targeted treatment.

A cinemagraph is a unique blend of photography and video, creating a still image with subtle, looping motion. The process of creating our cinemagraphs was particularly interesting, as we used AI to develop our initial layouts.

During this development, we discovered that lighting played a crucial role in achieving the desired effect. Whether it was the light from a TV set illuminating the character, the glow from an overhead stove, or the flashing lights from an ambulance outside the window, each light source was carefully mapped out using AI. These elements were then meticulously integrated into the final practical shot taken by Kate Woodman.

Art: K. Mann. Copy: Joey Crawford Photo: Kate Woodman