I'm a strong believer in nailing the big idea and then letting it play in all the different playgrounds. The goal of these pieces are to provide the brand's voice and identity. Conceptually, all have the ability to roll out into various mediums, i.e. print, digital, video, wherever they want to mingle.
Notice the range of category experience-from Alzheimer's disease to female low libido, with target audiences of either consumer or healthcare providers.