Product Campaign

Abbott Nutrition

That insight became the seed of a campaign platform for Abbott, designed to shift how healthcare professionals thought about oral nutritional supplements — moving the conversation away from clinical compliance and towards genuine patient outcomes.

I created 'It Takes Muscle' as the line to carry that idea — flexible enough to flex across audiences, from frailty in older patients, to post-surgical recovery, to cancer care. The creative approach grounded it in everyday physical effort — weight lifts, sit-ups, step-ups — using ordinary movement as a metaphor for the bigger muscular health story, and keeping the work warm and human in a category that so often isn't. I art-directed the campaign and led the rollout across print, digital and video.