• Client: Wegovy
    Role: Art Director
    Campaign Objective: Reframe appetite control through bold visual storytelling

    Deliverables:
    • Three single-sheet posters

  • For many people, appetite feels like constant mental noise. Most weight-loss advertising focuses on numbers or transformation, overlooking the everyday struggle of control.

  • Wegovy allows appetite to be reframed as something that can be quieted. By visualizing control through simple, universal symbols, the campaign makes an internal experience instantly clear and relatable.

Software used

Icon with the letters 'Ai' in orange on a dark gradient background.
Adobe Photoshop icon with a dark blue background and light blue initials 'Ps' in the center.
The image shows a dark background with a blue and white sparkle graphic above the word 'Gemini' in white text.

I arrived at the final poster designs through a process of trial and error, exploring multiple visual and copy-led approaches before intentionally stripping the campaign back. The final direction relies on strong, conceptual imagery with minimal language, using visual cues to communicate the idea without explanation.

Short CTAs placed alongside the QR code invite viewers to pause, interpret the visual metaphor, and engage with the message. This approach turns the interaction into a quick, intuitive moment of problem-solving, simple, smart, and effective at capturing attention.

Abstract digital artwork with shades of pink, purple, and blue, featuring geometric shapes and a sense of depth.

Creative Idea

Appetite doesn’t have to lead the way.

Each poster uses a universally recognizable object, stop signs, switches, zippers, as a metaphor for control, reinforcing the idea that the constant urge can be reduced.

Resized and optimized Instagram versions of the campaign for effective social media use.