product Campaign

Abbott Nutrition

Abbott needed to shift how healthcare professionals thought about oral nutritional supplements, moving the conversation away from clinical compliance towards genuine patient outcomes. The insight was simple but underused: muscle matters at every stage of life, and most people don’t realise how quickly they lose it.

I created the idea of ‘It Takes Muscle’ for the campaign platform, a line that worked across audiences, from frailty in older
patients to recovery from surgery to cancer care. The creative approach used everyday physical effort (weight lifts, sit ups, step ups) as a metaphor for the bigger muscular health story, keeping the work warm and human in a category that often isn’t. I art-directed and led the roll out across print, digital and video assets.