My Role: Project manager; concept; copywriting/editing; creative direction; budgeting; resource management.

Notes: In audiology, "masking" is a technique used to treat tinnitus or ringing in the ears. Once again, I tried to use a large, eye-catching image that was very different from what was typically used in the industry at the time (i.e. happy older couples enjoying life).

The use of the pun in the headline combines with the image to achieve the desired effect while also providing a relevant connection to the main message.

The photo was a composite of stock (the image of the woman) and original photography (the mask and hand). The hardest part of this piece truly was locating and obtaining the correct style mask.

---

To Mask or Not to Mask?
Siemens has the solution to ease the suffering from tinnitus with SERENITI™ TCI C (Tinnitus Control Instrument with hearing complications). Instead of just a masker, designed to temporarily "hide" tinnitus, SERENITI TCI C digital sound generator instruments help Hearing Care Professionals assist patients in successfully managing their tinnitus in tandem with needed therapy and counseling.

SERENITI TCI C produces a pleasant and soothing therapeutic sound that shifts the focus away from tinnitus allowing patients to feel comfortable and enjoy life again.