The Challenge
AstraZeneca launched The Big Difference, a global corporate campaign designed to build trust by showing how small actions lead to large-scale health impact. The challenge was to develop a cohesive visual identity that could unify the campaign across international markets and platforms, while allowing flexibility for localisation and multi-language rollout.

The Solution
I led the design and art direction for the campaign, creating a system that applied AstraZeneca’s brand assets in new, dynamic ways. Central to the visual concept was the AZ Lens, a device I designed to highlight the small detail that drives the big difference, a narrative core to the campaign. I developed the creative language across digital, print and environmental formats, building templates that scaled across storytelling tiers and supported localisation. The outcome was a campaign toolkit adopted globally, helping AstraZeneca deliver a unified, human and scalable brand presence across all channels.