In this creative unbranded campaign promoting the first long-acting injectable HIV prevention drug in the USA, the iconic lowercase letter r in PrEP changes its position, indicating a change in the treatment itself.

Collaborating with a diverse LGBTQ+ production team, we crafted an energetic and emotionally resonant campaign using music, dance, and fashion to celebrate the queer community's diversity. Launched in over 10 cities during Pride month, the campaign spanned billboards, bus wraps, social media, and online ads.