I developed a few initial design explorations featuring a more cohesive & designed look to the upfront portion of the Ad. The first uses a more layered and textural look, while the second is more typography based with added use of 'pixel sorting' image degradation to insinuate a problem with the 'system'.

Eventually, the client and agency landed on the final 'found footage' approach used for the final Super Bowl spot. In the end, I designed all of the graphics in the front of the campaign, from charts to headlines, to supers and info graphics.

Post Super Bowl airing the Ad itself appears to have sparked discussion on a number of fronts. It will be interesting to see where it all shakes out in the long run – but one thing is for sure, America has a weight and weight-loss problem. Whatever the cause, it's a real issue.