Maxalt

​Doctors would sometimes dismiss migraine as an exaggeration by their patient. I challenged this, via an interactive eDetail (the healthcare equivalent of a microsite) and a powerful visual analogy. 

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This pulsing, shifting ball of ‘scribble’ represented the visual aura that people often report during a migraine. The ball grew to dominate the screen before unravelling itself to reveal the title screen.

The eDetail was interactive throughout, which helped challen opinions and accepted wisdom with multiple-choice questions, charts and graphs. Colour was used sparingly.

As progress was made more colour came into the experience, nudging it further towards the brand look.