The media buy for this campaign featured a series of print ads: four consecutive 1/3-page placements, a 1/2-page ad, and an advertorial in a special research-focused section. The strategy was to spotlight the unique stories of individual research subjects in the first three ads, building toward a final piece that conveys the collective impact of the work. This narrative arc directly supports Western’s brand purpose: advancing individual potential for collective impact.

Visually, the campaign takes a human-centered approach — bold, minimally retouched portraits replace the expected tech-heavy imagery often seen in research communications. By removing visual distractions, we place full emphasis on the research subjects — their expressions, their presence, and their stories. Dramatic lighting adds depth and emotion, while a simple dark backdrop ties into the visual language established in Western’s previous research campaign. Each portrait was crafted to capture a moment of authenticity, forging a deeper emotional connection with the audience and reinforcing the human impact of discovery.