This project began as part of a Moderna pitch to create a direct-to-consumer campaign for norovirus. Our creative strategy leaned into a central truth: norovirus is notoriously awful to endure, but rarely severe and usually brief. People feel intensely sick, just not for long. Research into public perceptions showed that the sheer unpleasantness of the experience leaves little room for traditional messaging—humor emerged as the most natural and effective entry point.

Human truth:
Nothing is as dehumanizing as a night on the bathroom floor.

Category truth:
The first and only solution to prevent the norovirus nightmare

Creative springboard:
Saves human dignity