Full creative rebranding and strategic messaging refresh for J&J’s most successful cataract-correcting lens producing a bespoke, own-able creative library that uniquely differentiates J&J from their competitors and along with the rest of the J&J cataract portfolio. Project entailed facilitating a full message map session along with strategic & creative development to reposition the current product offering. Full client communication with various asset production such as journal ads, web banners, and an eye care professional facing Sales Aid with key reasons to believe and product insights. Campaign designed to challenge the typical healthcare imagery approach away from static people imagery to an engaging, memorable, future-forward message utilizing modern architecture overlaid with key headlines.