For this pitch, we explored how CABENUVA could help people living with HIV move beyond the constant reminder of their diagnosis.

The strategic idea: daily treatment can become more than a medication—it can become a visible, recurring reminder of a condition patients never chose. CABENUVA offers a different possibility: creating space to reconnect with identity beyond HIV.

Together with my copy partner, these two campaign concepts brought that thought to life through bold, human-centered visual storytelling, designed to challenge perceptions of what HIV treatment can mean—and what it can give back.