Gie de Jesus

Boehringer Ingelheim Campaign Localization

AGENCY: AXENT, INC.

Diabetes doesn’t just affect blood sugar—it has a direct impact on heart health. For Your SweetHeart was localized to help audiences understand this connection in a way that felt emotional, accessible, and culturally resonant, rather than purely informational. The goal was to translate a global message into a story that local audiences could feel and remember.

I worked on the narrative flow and copywriting, led the art direction, photo manipulation, and managed post-production—ensuring the visual treatment and pacing supported the message without overwhelming it.

Due to confidentiality and non-disclosure agreements, only selected frames are shown.

TURNING SCIENCE INTO EMOTION

This project reinforced how form and narrative work together to make complex topics accessible. By choosing a watercolor-inspired visual style, the campaign transformed clinical information into a human story—softening heavy concepts without diminishing their importance.

Managing the flow, copy, and illustration transitions taught me the power of visual metaphor: subtle, thoughtful design can communicate ideas that words alone cannot. It also highlighted the value of pacing and post-production in shaping audience perception—how each frame, each bleed, and each shift in color contributes to understanding and empathy.

Ultimately, For Your SweetHeart showed that in healthcare storytelling, impact comes not just from what is said, but how it is experienced—through sight, rhythm, and emotional nuance.