← Art direction & campaigns Art direction & campaigns · 2025

Wegovy

Quiet the noise

For many people, appetite feels like constant mental noise. Most weight-loss ads talk about numbers and transformations and skip the everyday struggle for control. This campaign reframes appetite as something that can be quieted.

• Each poster uses an object everyone recognizes (a stop sign, a switch, a zipper) as a metaphor for control.
• I reached the final set by trial and error, then stripped the copy back until the image did the work.
• Short calls to action next to the QR code ask the viewer to pause and decode the metaphor, which turns the ad into a small moment of problem-solving.