EVA Pharma — Stopadol & Milga Pitch

Project noteAgency pitch · Stopadol & Milga

Brief

For Stopadol, the brief centred on recognising how people experience headache pain and presenting the product as the answer. For Milga, the requested positioning was the missing element in a daily routine, expressed through messages around nerve support, energy and focus.

Target

Develop campaign concepts that would strengthen recall for two EVA Pharma products.

Audience

People experiencing headache pain, and people seeking vitamin B supplementation.

Art direction

Each product needed a visual approach suited to its message. I researched and selected the artistic direction before developing the executions. Stopadol became an exaggerated, surreal interpretation of pain. Milga became a series of everyday activities staged on calendar pages through stock imagery and photomanipulation.

The work09 source pieces

0101 / Stopadol

Surrealism as a working direction.

Pain, taken literally.

People describe headaches through vivid expressions: a head that feels as though it is breaking, eyes being pulled out, or a constant drumming sensation. I used that language as the starting point for the visuals. A head appears eaten away, a face becomes a drum, and a plunger pulls at another character’s face. The intention was to make those familiar descriptions immediately visible, with enough humour and exaggeration to attract attention.

Drawing on Salvador Dalí’s surrealism, I used impossible transformations, distorted proportions and exaggerated expressions to give physical form to an invisible feeling.
I developed the imagery using AI and handled the visual design and execution. The red and blue palettes followed the respective product guidelines, keeping the work connected to the products’ existing identities.

Stopadol AI-generated concept on red: a worried man with tissues in his nose and a surreal hollow at the top of his head beside large white Arabic lettering

Blue Stopadol AI-generated concept featuring a woman with a drum-shaped head pressing a mallet against her face, with Arabic copy and the regular product pack

Red Stopadol Extra AI-generated concept featuring a man holding a red plunger against his face, with Arabic copy and the Extra product pack

Blue Stopadol social mockup pairing the drum-headed woman with an Instagram-style presentation of the regular product concept

Red Stopadol Extra social mockup pairing the man with a plunger against his face with an Instagram-style presentation of the concept

0202 / Milga

A complete view of the day.

بداية جديدة

The calendar represents a new day or a period of life shaped by a particular activity. Swimming, weight training and yoga become scenes taking place directly across its dates. Each activity connects with one of the pitch’s messages: energy, stronger nerves or focus. I built these compositions using stock imagery and photomanipulation, turning the calendar into the setting for the idea.

The overhead viewpoint makes the full scene visible. In the bedroom execution, it reveals scattered belongings and an inactive moment—the contrasting situation within the pitch’s narrative.
The handwritten Arabic suggests someone writing their own new beginning. Empty calendar space represents days that can feel repetitive, while the activities introduce moments of change. These choices make the composition, viewpoint and typography part of the concept.

Milga stock-image calendar composition showing an overhead untidy bedroom, a man seated at the bed’s edge, scattered belongings and a dog bed beside Arabic lettering and the product pack

Milga stock-image calendar composition showing an overhead swimming pool with a swimmer, diving board and life ring, beside Arabic lettering above a red product information panel

Milga stock-image calendar composition showing an overhead man lifting a barbell on a bench, surrounded by exercise equipment, beside Arabic lettering above a red product information panel

Milga stock-image calendar composition showing an overhead woman in a yoga pose on a black mat, with headphones and a bottle nearby, beside Arabic lettering above a red product information panel

Role & creditsRole, scope and collaborators

My role

Visual Concept, Art Direction & Design

I developed the visual concepts, selected the artistic references and carried both directions through image creation, compositing, layout and final design.
The project demonstrates how I translate an artistic reference into a campaign direction: choosing the visual language, defining its rules and applying it consistently to the message.

Deliverables

Pitch concepts
Art-direction systems
Key visuals
Social designs

Both directions were delivered as part of the agency pitch. Publication has not been confirmed.

Selected credits

Visual Concept, Art Direction & Design: Ahmed Sallam
Copywriting: Frouzanda Farid
Agency: Hype Marketing

About Ahmed Sallam ↗Original project publication ↗

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