Cystic Fibrosis is a progressive, genetic disease that causes persistent lung infections and limits the ability to breathe over time. The conceptual direction for this ad series uses personal quotes from patients who have CF to evoke emotion. By using quotes, the audience also gets a peak into what these patients go through on a day to day basis. Each ad incorporates the symbols that patients compare CF to feeling trapped inside their lungs.
The tone is poetic and serious to create an emotional connection.