Abbott Laboratories

“This Is Progress / Esto Es Progreso”

Black and Hispanic communities are disproportionately impacted by diabetes.

Most health work talks at that fact. We wanted to talk to the people living it.

So the brief wasn't "make it diverse." It was: make it specific enough that it couldn't be about anyone else.

Real households. Real Spanish, not translated Spanish. A device that sends your glucose numbers straight to your phone — no finger stick, no waiting room, no permission required to know your own body.

As ACD, I directed the creative across English and Spanish spots, keeping the culture load-bearing instead of decorative.

Freedom. Confidence. Control over the day.

Esto Es Progreso.