TO THE MAX

Dr. Max, McCann Prague

Art Director

Project Type: Integrated Marketing 

Skill Focus: Creative Strategy, Layout Design, AI Integration, Teamwork, Leadership 

During July of 2025, I had the opportunity to work with McCann Prague to help build a campaign for Dr. Max, one of the most trusted and widely accessible pharmacies in the Czech Republic. During this MU Journalism Abroad program, my team of MU students and Charles University students had the opportunity to work together to understand Czech values and create a fully integrated marketing campaign. 

Our brief: To reposition Dr. Max from sick care to self care. 

We developed: TO THE MAX. A way to take your health, lifestyle, and pharmaceutical experience beyond the expected. 

We were not trying to advertise a specific product or service, but instead focused on repositioning the idea of pharmaceutical care for the Czech people. In just two short weeks, our team developed a strategy, creative executions, and combined them all into a 37-page, highly-detailed planbook. 

EXPERIENCE STORE

Our research revealed that people in the Czech Republic wanted a more personal experience with the pharmacy. They were used to a five minute visit to get what they needed with no extra conversation. Our big idea to make pharmaceutical care more personal was the experience store. A special edition store with testing centers, study areas, and a cafe. With the help of Generative AI prompt writing and physical store photos, we were able to reimagine this new space. 

We first mapped out the new spaces, the new, inviting color scheme, and helpful signage. Then used Adobe Firefly to generate a base image we could manipulate with our posters and seating. 

OUT OF HOUSE

To continue the idea of personalizing and integrating care into daily life, we decided to create out of home (OOH) advertisements. Our Czech teammates took us through an average day-in-the-life so we could decide where to place our ads. They took time to write the headlines in Czech and translate them to English, then I worked with them to create mockups of mirror decals for bathrooms and gyms, and heat activated messages that appear on the doors of saunas.

These were creative ways for us to get our message out without simply using billboards or bus stops. 

PHONE APP

The next actionable step for our campaign was updating their phone app to further connect the public to their pharmacist. We developed a proactive health-screening feature that uses CRM data to identify loyal Dr. Max customers and automatically recommend the most relevant health screening based on their visit behavior and health needs. Customers can also converse directly with a pharmacist to ask questions and follow up with appointments. 

This process showcases how data-driven design can shift the pharmacy experience from reactive care to meaningful, preventive support. We mocked up possible UI options using Adobe Illustrator and screenshots from the existing app. 

This was my first experience working in an international advertising agency setting, and while a short stint, I gained valuable leadership experience and had the opportunity to receive high level feedback on our team’s work. Collaborating with a team of international students to create this campaign in two weeks was the best experience in teamwork and leadership I could have asked for.