I was contracted to work on this billboard campaign for the New York Bariatric Group through their marketing agency, Marketing Doctor of Northampton, MA. The models were actual patients of the practice. The goal was to effectively build awareness of the surgical and non-surgical options for weight loss while showcasing the success of real patients. The billboards are alongside heavy-trafficked highways leading to and from the New York City vicinity, and so the copy and graphics needed to be succinct, simple, and captivating. I chose to screen back the “before” images back to both alleviate visual clutter and to accentuate the “after” photo. The color palette is simple and reflects the practice’s brand.