The choice is clear.

This campaign was designed for Integrated Micro-Chromatography Systems. The biotechnology startup was launching a genetically modified beta-glucuronidase enzyme used for hydrolysis in urine drug testing. The modified enzyme was a visibly pure, clear solution when compared to other enzymes on the market. The choice is clear became the main campaign for launch of the product. During the initial launch of the new enzyme in the market the only competitors were the first 3 very dark, dirty enzymes. After a year of very successful growth, new purified enzymes entered the market (solutions 4 & 5), but the genetically modified enzyme was still the most visibly clear solution.

During my time at IMCS I provided creative, direction, marketing strategy, graphic design, web design and content creation. I photographed, edited and created this campaign. IMCS doubled sales revenue 2 years in a row.