Konsyl Fiber
(Client-approved creative concept. Not launched. Applications shown are presentation mockups.) Konsyl competed in a category where nobody wants to be seen looking at the shelf. Fiber supplements are bought quietly, chosen on habit or a doctor's offhand suggestion, and marketed in the flat clinical register of the pharmacy aisle. With no meaningful product differentiation and no reason for anyone to form a preference, the brand was invisible at exactly the moment of choice.
The safe move in a health-adjacent category is credibility: doctors, clinical language, gentle euphemism. We went the other way and made the brand funny about the thing everyone already knows and nobody says. The reasoning was simple. Everybody understands the problem. Almost no brand is willing to acknowledge it out loud, which meant candor itself was the open position. Humor wasn't decoration. It was the only differentiator available in a category with no product story. Out-of-home was the right medium precisely because it's public. A joke about a private subject is funnier and more disarming on a billboard than in a feed.
I led creative development and directed the campaign: the platform, the headline writing, the art direction, and the case for it. The core craft decision was restraint. The work is almost entirely type. No stock imagery of relieved people in white kitchens, no visual metaphor, nothing to soften it. Once you decide to be direct, any visual hedge reveals that you don't mean it. The design job was making bare headlines carry the whole brand.
The creative received client approval but did not proceed to launch. No in-market results are available. The proposed direction gave Konsyl a more candid, humorous voice in a category typically associated with clinical messaging. I’ve included it here to show the positioning opportunity I identified and how that strategy translated into headline writing and art direction.