Epioxa is an epithelium-on corneal cross-linking procedure designed to treat keratoconus by strengthening the cornea using a precise combination of oxygen, riboflavin (vitamin B2), and UV-A light. Keratoconus is a progressive eye condition in which the cornea thins and bulges into a cone shape, leading to blurred and distorted vision, increased light sensitivity, and severe astigmatism. This innovative treatment helps stabilize the cornea and slow disease progression, preserving vision and improving long-term eye health.
Epioxa Health Care Profession Campaign
Keratoconus is a complex, progressive disease with limited treatment options. In the past, patients often faced invasive procedures such as corneal transplants or treatments that required removal of the epithelium, leading to significant discomfort and recovery time. Left untreated, the disease can result in severe vision loss.
Epioxa introduces a new, epithelium-on approach that is far less invasive and more patient-friendly. We wanted to highlight this breakthrough by using a simple toggle switch metaphor, visually showing the shift from invasive to less intrusive treatment. The idea emphasized how Epioxa allows patients to continue their lives with greater comfort, confidence, and minimal disruption, turning a complex medical advancement into a clear and hopeful story.
Epioxa introduces a new, epithelium-on approach that is far less invasive and more patient-friendly. We wanted to highlight this breakthrough by using a simple toggle switch metaphor, visually showing the shift from invasive to less intrusive treatment. The idea emphasized how Epioxa allows patients to continue their lives with greater comfort, confidence, and minimal disruption, turning a complex medical advancement into a clear and hopeful story.
Unbranded DTC "See KC" Campaign work
Our team was tasked with creating an unbranded campaign that would encourage patients to recognize the signs of keratoconus and seek treatment. Because the target audience was teens, we focused on moments that matter most in their lives—activities, milestones, and experiences they could miss if the condition went untreated. We also used light humor around the symptoms they might already be experiencing, making the message feel relatable and approachable while helping spark awareness and action.
Epioxa Pitch Winning Concept "Strong but gentle" Campaign
The winning pitch for the Epioxa business centered on a simple but powerful idea: a procedure that is tough on keratoconus, yet gentle on the patient. From that insight, we developed a creative direction built around strong, powerful animals doing unexpectedly gentle things—like a bull carefully having tea in a china shop. This well-understood metaphor allowed us to clearly and memorably communicate Epioxa’s unique balance of effectiveness and patient comfort in a way that felt both striking and easy to understand.
