Rinvoq 2024
Artwork & Retouching: Mary Brandt
Photography: willgraham.com
Agency: razorfishhealth.com
Client: AbbVie rinvoq.com
US and Global campaign. 18 selects for each market. Logo placement is not look of final ads. Art Direction: The overall style of the campaign should be bold, dramatic, gritty, & focused. Focus: At front and center, the patient should be the primary focal point of the image. On hero, the background should be retouched (darkened, colorized, softer focus, etc) in order to accentuate that focus. Details: Match brand colors. Remove scrim shadow and create non-existent shadows. Adjust lighting so that people appear to be lit by the sun. Retouch skin, clothing, props. Adjust RDA to match specific look. Extreme background extensions – not shown.