We developed a campaign for an osteoporosis treatment that reframed how aging women see themselves—and how the world sees them. Built around the story of Victoria, a woman once praised for her ambition and accomplishments, the campaign captures the painful shift many women feel as they grow older: from being seen to becoming invisible. "What will Victoria be now that nobody cares?" isn't just a question—it's a provocation that challenges how we talk about aging, strength, and worth.
By anchoring the message in Victoria’s internal journey, we created a deeply human campaign that spoke to the emotional weight behind osteoporosis—not just the physical risks. Through cinematic storytelling, intimate portraiture, and powerful copy, the work made one thing clear: women don’t stop being powerful just because they age, and they deserve solutions that support them in every chapter. The result was a campaign that didn’t just raise awareness—it reignited a conversation.
