The Hidden Impact of Gout Mural Campaign
Most people think gout only affects the feet. Amgen’s 2025 awareness campaign was built to challenge that, and we had the chance to bring it to life on walls across four cities.
Atlanta, Dallas, Charlotte, and Phoenix were the four markets for this project. The concept centered on the hidden impact of gout: the disease reaches far beyond the toes and ankles. It affects the kidneys and the heart. Most people have no idea. Each city got a wall that told that story at a size that couldn’t be ignored from the sidewalk.
Bones That Glow in the Dark
The bones in each mural were painted with a layer of reflective paint. During the day, the piece reads as a bold medical illustration. After dark, those bones glow. That two-part experience gave each mural a longer shelf life than most campaign art. Daytime commuters saw one version. Evening walkers saw another. The mural kept working on its own schedule without any additional media spend.
The Overnight Reveal
The neon green gout spread was the final element, added overnight just before the campaign wrapped. Locals who had watched the murals take shape throughout the week got a surprise the next morning. That kind of reveal lands differently than a social post or a press announcement. It just appeared, and the neighborhood felt it.
Executing across four markets simultaneously takes real coordination. Every city has its own walls, its own permit process, and its own rhythm on the street. Our team held the same standard at every stop. Amgen trusted us with a complex, multi-city rollout and we delivered it on time with every element intact.
