Best Shot
Kareem Abdul-Jabbar shares his battle with Chronic Myelogenous Leukemia (CML) in our campaign to promote a groundbreaking new treatment. Through online videos, experiential media, and web content, we aimed to tell his inspiring story.
As the designer and art director, I collaborated closely with a writer to define the scenes and the storytelling style. We had the privilege of working with an exceptional director who enhanced the video with dynamic camera moves and seamless transitions. The result was a powerful and authentic narrative that resonated deeply with viewers.
Hologram for event
For a special event, we chose a private, intimate theater as the venue, where the audio and video were meticulously fine-tuned to create a magical hologram experience. As the hologram played, Kareem himself walked out, holding a basketball, to announce that he is the new spokesperson for the medication and brand. This powerful moment underscored the impact of the treatment and Kareem's commitment to raising awareness.
The web expression of the campaign utilizes the timeline of Kareem's life and his life. The idea behind the site is showing people/patients that there's life after being diagnosed with a disease as serious as CML. A key feature of the site is a customizable timeline they can utilize to keep track of their own accomplishments and key milestones while battling CML.
