Category: Integrated Campaign & Agency Pitch
Role: Art Direction, Strategy, Video Editing
The Problem: Pervasive social stigma surrounding obesity prevents patients from seeking medical help early, viewing it as a "willpower" failure rather than a treatable condition.
The Concept: "Small Steps, Big Change." Shifting the focus from uncontrollable end-goals to rewarding small, actionable medical milestones.
The Solution: A five-week integrated campaign designed to empower both patients and doctors. The visual strategy uses compassionate imagery and clear messaging to remove shame from the clinical conversation.
Augmented Reality Web App
Done by Amir Gamble
Done by Amir Gamble
Done by Amir Gamble
Done by Amir Gamble
Experiential & Print Work
Done by Miranda Norris
Done by Shay Paz & Malachi Patton
Done by Shay Paz & Malachi Patton
Process
City Tech 2025 Team: Malachi Patton, Erika Maza, Melissa Marana, Shay Paz, Miranda Norris, and Amir Gamble.
Read More at: City Tech News
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