DRY EYE SYMPTOMS · 01When your vision
When your vision
won’t keep up.
Blurred vision can interrupt reading, screen time and the moments that ask for your attention.
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Xiidra · Why Wait?
Integrated Campaign
THE CONTEXT
Why Wait? is an integrated campaign for Xiidra built around a familiar frustration: waiting. In a digital world shaped by loading screens, that feeling offers a simple way to connect doctors with patients experiencing dry eye symptoms. The idea asks: why wait to prescribe Xiidra when patients are already waiting for relief?
THE APPROACH
The concept became a complete visual system of blurred portraits, loading symbols and everyday waiting situations. Creative concept, storytelling and art direction ran through the campaign, while a design team was directed to expand the system across digital, OOH, experiential and other campaign applications.
DRY EYE SYMPTOMS · 02Don’t let irritation
Don’t let irritation
make you wait.
Persistent discomfort deserves a closer conversation about symptoms, impact and appropriate care.