The Challenge | Simon Ling | Freelance Creative

an abstract photo of a curved building with a blue sky in the background

The challenge – iPad and and ad concepts

The challenge was to develop an iPad application and a series of advertising concepts that shifted the conversation away from HIV itself and towards the positive impact treatment can have on a patient's everyday life. For patients receiving Reyataz, the message was simple: effective treatment can help make HIV less of a focus, allowing people to concentrate on the things that matter most to them.

The creative approach centred on portraying real-life aspirations, relationships, and everyday moments, highlighting the freedom and confidence that comes from having a treatment routine that fits seamlessly into daily life. Through engaging digital experiences and compelling visual concepts, the campaign aimed to reinforce the idea that patients can spend less time thinking about their condition and more time focusing on their goals, passions, and future.

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