‘Precarious’:
TV Commercials

After a multi-agency concepting process, "Precarious" was selected to depict depression and Vraylar’s efficacy in a more human, nuanced way. Bipolar I disorder can bring extreme highs and deep depressive lows, and a manic episode can quickly throw a person’s world off balance.

Using a house of cards as a visual metaphor, the campaign marked the first time Bipolar I was depicted in advertising, thoughtfully visualizing the fragile, precarious nature of the disease and the delicate balance required to manage it.