Tamiflu. There’s no such thing as a little flu.

A benchmark campaign in healthcare communications.

This striking award-winning Tamiflu campaign reframed Flu, not as a minor inconvenience,
but as a serious, debilitating illness that can overwhelm the body. Through a stark, human visual—
an adult immobilized by flu, physically weighed down in his own home—the campaign made the invisible
burden of illness unmistakably visible.

By confronting the casual dismissal of flu with emotional realism, the work elevated public understanding
of severity and urgency, and became widely recognized within the advertising world for its
clarity, restraint, and cultural impact. The campaign stood as a benchmark for how pharmaceutical
brand storytelling can drive awareness without exaggeration—by telling the truth plainly.

Role: Creative Director