Quest Diagnostics–one blood test that changed the lives of millions living with Celiac.
This work demonstrates how a complex journey of symptom recognition was transformed into a clear diagnostic story for celiac disease. By simplifying complexity without diminishing reality, the campaign shows how one test can reframe uncertainty into actionable insight.
Role: Creative Director
Millions of people live with celiac disease—yet fewer than 20% are actually diagnosed. With more than 30 symptoms that are widespread and inconsistent, celiac disease is often misdiagnosed for an average of 11 years.
From fatigue and pain to digestive issues and brain fog, the condition rarely presents with a single, clear signal.
Quest Diagnostics wanted to change that. By using emoticons to personify the most common symptoms, people could more easily recognize their own experiences. Brought to life in a lovable and unforgettable form, the campaign characters reminded audiences that one simple blood test could provide the answers they’ve been searching for.
Where it began!
Fatique
Anxiety
