Parkinson: Beyond the Tremor

Context/ An awareness campaign on Parkinson's disease, developed for a pitch at AbbVie. The goal was to make patients and families aware of how much early diagnosis and reliable information matter, in a territory dominated by a single symbol, the tremor, which reduces the disease to a stereotype and feeds the stigma around it.

Idea/ If common sense assumes a diagnosis ends an active life, the campaign shows the opposite: we built scenes of people in everyday situations that demand physical dexterity such as writing, cooking, playing an instrument, painting, dancing and swimming. The graphic treatment carries the same argument, with the name of the disease set large and cut through by a displacement that suggests the tremor, yet never taking the person's place.