The target audience of this campaign is US-based pulmonologists—respiratory specialists who have long been struggling with treating Mycobacterium avium complex (MAC) lung disease.

To truly sell our mythical creatures in our world, it was important to immerse them in a typographic look and feel that reflected each of theirs. We worked with typographer Kevin Cantrell to help bring to life a campaign built on the fundamental belief that for even the most, deadly villain, there is that one weapon that is specifically designed to destroy it.

Utilizing Kevin’s intricate and broad ranging style, every iteration of this campaign features typography that was designed to accentuate the villainous character it was paired with. For our Medusa execution, Kevin was inspired by the idea of Greek mosaic tile in his typographic approach. One look at Kevin’s designs and it’s clear that his vision was a key element in imagining the world of the No Defense campaign.