Multiple Sclerosis (MS) is a lifelong, neurological condition, for which there is no cure, yet there is still a lot of uncertainty around the condition. Merck is committed to helping patients, by working hard to understand MS from the inside out.

Our print campaign uses the art direction to illustrate what MS inside out means; the headline cuts through the uncertainty (represented by the frosted glass), allowing us a clear view of the research scientist, who represents a Merck employee. He looks back with a reassuring smile.

Using the headline as the window, demanded considered typography and careful placement, to achieve the perfect balance between the two layers. The subject was strongly lit and shot against a bold colourama, using colours from the vibrant Merck palette, to ensure the portrait has real standout.