2023 Pharma Choice Sales Aid Bronze Winner Area 23, an IPG Health Company and Horizon Therapeutics

Area 23, an IPG Health Company and Horizon Therapeutics

Gout Revisited

To undo ingrained biases rheumatologists maintain, we deconstructed outdated iconic images and reconstructed them with the truth.

We paid deference to structural integrity, replicating style and brushstroke. Paper texture and typography were duplicated to ensure historical accuracy.

A leather-bound anthology became a teaching tool about disease presentation, demographics, and stigma.

Area 23 Team Members:

Tim Hawkey, EVP, Chief Creative Officer
Jason Graff, EVP, Executive Creative Director
David Adler, EVP, Group Creative Director
Eduardo Tavares, SVP, Group Creative Director
Steve Hennisch, SVP, Creative Director
Dan Cohen, SVP, Creative Director
Samantha Cheirif, Associate Creative Director, VP
Dorothy Philippou, Associate Creative Director, VP
Agustin Chung, Associate Creative Director
Erik Clancy, Associate Creative Director
Ben Birdie, Group Copy Supervisor
Zach Federbush, Group Copy Supervisor
Rich Seck, Group Art Supervisor
Christian DeAbreu, Art Director
Jânio Santos, Art Director
James Coghlan, SVP, Group Director, Strategy Planning
Evan Spring, Sr. UX Architect
Jenny Lai, Technology Manager
Richard Tolenaar, Director, Technology
Franklin Williams, EVP, Director, Experience Design
Viraj R, Digital Production Developer
Nancy Rodriguez, VP, Executive Art Producer
Jessica Haselkorn, Executive Broadcast Producer
Frank Laport, VP, Director Print Production
Christine Anisko, VP Executive Producer/Content Creator
Caitlin Boyle, Producer
Anna Lopez, Executive Producer
Julie Gumerova, Integrated Production Supervisor
Keith Marman, Executive Business Affairs Manager
Debbie Kline, VP, Management Director


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