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Situation: Murad, America's first authentic doctor–developed brand at the ISPA trade show Challenge: Develop a concept that describes the essence of the brand - “where skincare meets healthcare” that can be translated into collateral & tradeshow exhibit Role: Creative Director Results: • Copy, design and photography style visually express the integral relationship between science and beauty • The photographic images: art directed the product and female model images. all other images supplied by stock agencies