For VELSIPITY, I developed “ESCape the Chaos” as both an early campaign concept and
a booth tactic/attractor, turning the brand’s three key attributes into a simple, memorable idea.
The initials of efficacy, safety, and convenience form “ESC,” nodding to the escape key
while positioning VELSIPITY as a way for patients to escape the chaos of UC
and reclaim everyday moments they typically miss.
a booth tactic/attractor, turning the brand’s three key attributes into a simple, memorable idea.
The initials of efficacy, safety, and convenience form “ESC,” nodding to the escape key
while positioning VELSIPITY as a way for patients to escape the chaos of UC
and reclaim everyday moments they typically miss.
If taken forward, the concept would expand into a series of illustrated settings that patients
with UC often have to opt out of. For example, a long‑haul flight, a child’s school play, a music festival, a hiking trip, or a dinner out with friends. In each scene, the ESC device would appear
as a calm focal point within the environment, visually reinforcing VELSIPITY as a means of returning to a life less constrained by UC.
with UC often have to opt out of. For example, a long‑haul flight, a child’s school play, a music festival, a hiking trip, or a dinner out with friends. In each scene, the ESC device would appear
as a calm focal point within the environment, visually reinforcing VELSIPITY as a means of returning to a life less constrained by UC.
I later revisited this idea for Aquipta, a treatment for migraine sufferers, shifting from “escaping the chaos” to taking back control. Instead of ESC, the creative centred on CTRL, positioning Aquipta as a way for people to regain control over their time, plans, and identity beyond migraine. I explored a series of illustrated scenes where migraines often dictate behaviour (cancelling social plans, avoiding bright offices, missing family moments), each featuring a calm, Aquipta‑branded CTRL device as the visual anchor. This evolution showed how the original concept could flex across brands while sharpening the core message: with the right treatment, patients don’t just escape symptoms, they take back control of their lives
