Our objective was to create demand in advance of the launch of a new kind of anti-depressant that didn't have many of the 'tradeoffs'  of current options. Our strategy was to facilitate discussion around some of the "issues" that patients face when considering an anti-depressant that can often lead to poor compliance, especially for women. 

Our idea was to launch at a major industry conference a mock fashion brand/publication that would address these issues head on. We would take it beyond simply advertising and convention posters, and create events around this brand, including a proposed runway show where these tradeoffs (e.g., weight gain, tiredness) could come to life.