Helped lead the creation of a new integrated campaign and brand identity for AUSTEDO, spanning two 60-second national TV spots, multiple video assets, website experience, social content, print materials, and comprehensive branding guidelines. The campaign drove measurable impact, delivering an 28% key site activity rate from TV-to-text web users versus a 4% annual benchmark, exceeding year-end website visit goals by 173% in just three months, and generating 8,800 TD NBRx in the first five months of launch.
We created a bold, unbranded tardive dyskinesia awareness campaign that confronted audiences with raw, emotionally direct patient quotes addressing the fears, frustrations, and stigma surrounding the condition. Then we developed an entirely new visual identity and brand experience across a NAMI interactive booth, website, social content, and comprehensive brand guidelines—designed to drive recognition, empathy, and authentic conversation.
In a market dominated by sleep-aid giants like Lunesta, Rozerem, and Ambien, Intermezzo needed a campaign that could break through the noise and become instantly memorable. Designed for people who wake in the middle of the night and struggle to fall back asleep, the brand required a simple, relatable idea that communicated the product benefit fast.
Our solution was a charming, yet strategically sharp, light bulb character that embodied the frustration of a restless, overactive mind at 3 a.m. The campaign delivered a distinctive visual identity and an ownable personality that resonated with audiences, captured client enthusiasm, and earned industry recognition along the way.
For patients suffering from severe wounds such as diabetic ulcers, pressure injuries, and burns, treatment needs to be both effective and precise. Santyl stands apart as a biologically selective enzymatic debrider that removes damaged tissue while protecting healthy skin—an important distinction in a category often associated with painful or invasive care.
To bring this benefit to life in a simple, memorable way, I created the visual metaphor of a street sweeper: powerfully clearing away debris while carefully preserving what should remain untouched. The campaign transformed a complex clinical mechanism into an instantly understandable idea, delivering a bold, approachable identity across brand communications.
When set out to redefine how women think about varicose veins, the goal was to move beyond the idea of a purely cosmetic issue and speak to the real pain, discomfort, and emotional impact behind the condition. The insight was simple: these weren’t just legs people were seeing—they were legs carrying frustration, insecurity, and daily physical discomfort.
The “If These Legs Could Talk” campaign gave those experiences a voice through emotionally resonant storytelling that balanced empathy, honesty, and relatability. By reframing varicose veins as both a medical and personal issue, the campaign connected deeply with audiences, aired nationally, and earned multiple industry awards.
For families living with Lennox-Gastaut Syndrome (LGS), seizures can be severe, unpredictable, and incredibly difficult to control. Our client needed a campaign that communicated both the clinical benefit of treatment and the emotional hope that comes with greater seizure control.
The creative concept transformed chaotic electrical brain waves into a calmer, more normalized EEG pattern that subtly formed the image of a mother and child embracing. By blending science with emotion, the campaign created a powerful visual expression of connection, protection, and hope for families navigating the challenges of LGS.
When invited to pitch for Takeda Immunoglobulin (Ig) business, the opportunity called for a presentation that felt as ambitious and energized as the brand itself. To unify the vision and rally the team around a compelling narrative, I created the “Team Ignite” identity—developing the logo, concept, and art direction for the pitch video experience.
The result was a bold, high-energy creative presentation that brought clarity, momentum, and personality to the pitch, earning enthusiastic client response and helping the work stand out in a highly competitive environment.
When diet and exercise alone aren’t enough to manage cholesterol, NIASPAN is prescribed to help raise HDL (“good”) cholesterol while lowering LDL (“bad”) cholesterol and triglycerides in patients with abnormal lipid levels.
The campaign distilled its multi-mechanism benefit into a simple, instantly graspable idea: a single, relatable “tool man” character performing three distinct actions to represent how the treatment works in harmony. The result was a clear, memorable system that made a complex clinical message easy to understand at a glance.
When set out to redefine at-home cardiac care, the challenge was to translate a complex, biomarker-driven virtual clinic into a clear and compelling brand experience. Focused on the prevention and management of heart disease, the Bodyport platform delivers advanced cardiac monitoring and continuous care directly to patients’ homes.
We led a comprehensive brand evolution, developing a refined identity system, new website experience, investor presentation deck, and a high-impact sizzle video—designed to simplify the science, elevate the vision, and communicate the scale of a more connected future in cardiac care.
When sought to refine its brand, the goal was to better reflect its mission of supporting children who need a little extra help in reaching their full potential. The opportunity was to translate their guiding principles into a visual identity that felt both compassionate and modern.
The result was a clean, contemporary branding system built around clarity, warmth, and consistency—establishing a strong corporate image and a cohesive set of guidelines that ensure the brand is expressed with intention and care across every touchpoint.
For adults living with primary immunodeficiency (PI), HyQvia offers a once-monthly subcutaneous Ig treatment designed to reduce the burden of frequent infusions—so life doesn’t have to revolve around a condition, but around living fully every day.
The “Selfie” campaign celebrated that freedom by embracing the individuality of real patients, using self-captured imagery to reflect the flexibility and autonomy the treatment enables. The result was an authentic, human-centered story that put patients in control of how their lives—and their care—are seen.
For adults living with emphysema due to severe Alpha₁-antitrypsin deficiency, GLASSIA provides targeted treatment with human Alpha₁-Proteinase Inhibitor (Alpha₁-PI), helping address the underlying cause of disease progression.
The campaign translated this complex condition into a clear, human-centered narrative, focusing on the idea of restoration and support at the source of the disease. Built to simplify the science and strengthen understanding, the work delivered a clean, informative visual system designed to connect clinical purpose with patient need.
For the treatment of chronic exuding wounds, IODOSORB and IODOFLEX are cadexomer iodine-based dressings designed to help manage infection and support a cleaner, more optimal healing environment.
The campaign brought this mechanism to life through a powerful visual metaphor: a patient breaking free from a symbolic ball and chain, representing the barriers that often prevent healing. The result was a clear, emotionally resonant expression of how the treatment helps remove obstacles and support recovery in chronic wound care.
For use in the induction and maintenance of anesthesia or sedation, DIPRIVAN is a widely used injectable emulsion in clinical practice.
The campaign explored a highly targeted visual system designed for healthcare professionals, creating anatomical artworks—including the colon, eye, and heart—constructed from hundreds of patient ID bracelets. This approach grounded complex surgical contexts in a human reality, reinforcing the connection between clinical decision-making and the patients at the center of care.
For the management of a broad range of acute and chronic wounds—including pressure, venous, diabetic, vascular, trauma-related, and burn injuries— PuraPly is a wound matrix designed to support and optimize the healing environment across multiple indications.
The campaign focused on bringing clarity to a highly complex clinical category by presenting a unified, versatile solution for diverse wound types. The creative system emphasized healing potential and clinical confidence, translating broad medical utility into a clear and cohesive visual and messaging framework.
For patients with relapsed or refractory non-Hodgkin lymphoma, YESCARTA represents a fundamentally different approach to cancer treatment—engineered from each patient’s own white blood cells, which are modified to recognize and attack lymphoma cells when other therapies have failed.
The campaign elevated this breakthrough science into a clear and compelling brand system, including a hero campaign, comprehensive branding guidelines, and an interactive iDetail tool. The work helped translate a complex, personalized immunotherapy into a powerful story of precision, possibility, and patient-derived strength.
The first five concepts were selected and validated as the final branded campaign directions through testing, demonstrating clear strategic and creative strength.
In addition, are the healthcare professional (HCP) branded concepts that made the final cut and were presented to clients, showcasing the work that resonated most strongly and advanced into formal testing consideration.
