Challenge
Wrong drug. Wrong dose. Days lost waiting. When a patient arrives in the ER with a fever and a failing immune system, the clock doesn't pause while clinicians guess. Yet for decades, that's exactly what happened. Empirical treatment based on pattern recognition and probability, not proof. Broad-spectrum antibiotics get prescribed before the pathogen is even named, fueling the very resistance crisis threatening to unravel modern medicine. Bacterial infections masquerade as viral ones. Viral infections get treated with antibiotics that can't touch them. And the bad bugs, the ones that move fast and hit hard, stay one step ahead of the lab results.
Solution
Enter BioFire Diagnostics and a campaign built on a simple, devastating premise: game over. The FilmArray platform identifies over 20 pathogens from a single sample in about an hour, bacteria, viruses, and fungi, with no ambiguity and no guesswork. "Game Over for Bad Bugs" translates that clinical power into language clinicians and administrators can feel. My role was to bring that narrative to life across print ads, trade show materials, digital campaigns, and sales collateral, turning speed and precision into a visual identity that hits as hard in a conference hall as in a hospital corridor. The results backed it up: more leads, more booth traffic, and more social engagement than any campaign in the company's history.
Game Over Arcade Machine
Game Over Swag
Game Over T-shirt
Game Over Social Media Teaser
Game Over Arcade Tokens
Game Over Arcade Tickets
