Aspirin Made Amazing
The problem was never aspirin. It was what aspirin did on the way there. For decades, the category accepted a quiet tradeoff. Cardiac protection at the cost of stomach irritation. Nobody had solved it. Nobody had even named it. I led creative for the launch of Vazalore, the first liquid-filled aspirin capsule designed to bypass stomach irritation entirely. To make an invisible biological journey visible, we reimagined the body as a pinball machine. Traditional aspirin ricocheting and damaging on its way to the heart. Vazalore moving cleanly to its destination. The metaphor became the campaign. The science became undeniable. And decades of category complacency became impossible to defend.
PLX | Pharma
