abbvie

AbbVie didn’t need another product story. They needed a people story.

“I AM” put real people at the center — on billboards, on screens, and on sidewalks across the country. Real lives, real voices: The jewelry maker, not the psoriasis diagnosis. The college football fan, not the Crohn’s disease. The New Yorker, not the cancer diagnosis.

Because I AM a person — not just a patient.