Miraciprol Pharmaceuticals presents Denylium (Wiyspremexecetine)- a clinically proven treatment for the most prevalent symptom of Chronic Racial Anxiety Syndrome (CRAS) in white women: wrinkles. 197 million white Americans are affected. Live your greatest life, guilt free.

Denylium is an MFA thesis project that uses the full toolkit of pharmaceutical marketing - clinical language, patient testimonials, branded merchandise, packaging, and a live sales installation - to diagnose racism as a personal wellness problem. The satire points at something real: that America's profit-driven systems are far more equipped to sell a symptom cure than address a root cause.

I built Denylium as a complete brand world from the ground up - pharmaceutical company identity, drug packaging, print ads, website, and branded merch. I then performed the installation at pop-ups on college campuses, in character as a pharmaceutical sales representative, attempting to sell the placebo drug. The Denylium infomercial, written and directed by me, was an official selection of the Made In Baltimore Short Film Festival at Creative Alliance.

Miraciprol makes no claims to cure the actual racial fear, anxiety, and bias that patients may harbor. Contact your local anti-racist organization for more support.

Watch the infomercial → here

MFA Thesis · Maryland Institute College of Art, 2017

Brand Identity · Art Direction · Copywriting · Film Direction · Installation