People who live with asthma know that triggers are lurking everywhere, which means an asthma attack can happen anywhere. We used this insight to create this campaign for Primatene MIST to show people why it was important to carry it with them everywhere, just in case. By creating an engaging visual metaphor for triggers, we could spotlight the “monster” behind their next attack, and how they can attack back with Primatene MIST.

Role: Concept, Copy