Merck - Heart Beats Matter Campaign

Content
The "Heart Beats Matter" campaign, developed for Merck, is an educational and awareness-driven initiative focused on the silent risks of cardiovascular disease and hypertension in Yemen. The video highlights specific regional factors—such as Qat chewing, high altitude, and stress—and emphasizes the vital importance of managing both heart rate and blood pressure. It seamlessly integrates expert medical insights, campaign metrics, and interactive calls-to-action to showcase the initiative's impact on healthcare professionals and patients alike.

My Approach
I utilized a warm, culturally resonant 2D illustration style to connect authentically with the local audience, blending traditional Yemeni architectural and character designs with modern healthcare messaging. To make the clinical data engaging and easy to digest, I incorporated sleek UI animations, heartbeat graphics, and dynamic split-screens to visually communicate the risks of hypertension and the benefits of medical adherence. By integrating QR codes and social media mockups directly into the flow of the animation, I bridged the gap between the video and the broader digital campaign, creating a cohesive, multi-platform viewing experience.