WHOA! This…is a pretty long scroll.

The health and wellness work below is stuff that I’ve done as a working creative director and principle lead creative, from initial concept through regulatory submissions to final approval.

Other brands I’ve worked on include:
IMFIMZI: Immunotherapy for Small-Cell Lung Cancer
TAGRISSO: Non-Small Cell Lung Cancer
UBRELVY: Single-dose Migraine treatment
ENTYVIO: Injectable Crohn’s & Ulcerative Colitis treatment
COOLSCULPTING: Non-surgical fat removal
PFIZER: Brand launch campaign
TEVA: Brand launch campaign
AMGEN: HCP product launch

VRAYLAR®

The ups and downs of Bipolar disorder,BROUGHT TO LIFE LIKE
NEVER BEFORE.

THE SITUATION
.VRAYLAR is an atypical, antipsychotic medicine that had just been cleared to be the first medicine to treat the full-spectrum of MDD+ and bipolar I disorder. We were tasked with creating bold introductory campaign messaging.

THE SOLVE
We portrayed the reality of the ups and downs bipolar I sufferers face in an empathetic yet cinematic way across channels using resonant metaphors.

As creative director, I saw the entire campaign through, from initial campaign concept to final ship, through clearances, etc.

THE STATS
35% increase in brand awareness
32% unaided recall of the campaign
17% increase in weekly new patient starts
7% lift in social brand awareness
Effie finalist winner

MADE WITH BBDO IN NEW YORK, NY
ECD: Joyce Pedretti
ECD: Lauren Cohen
CD/CW: Greg Collins
CD/AD: Scott Davis
EP: John Hilmer
Editor: Ben Willis, Crew Cuts
Director: Michael Haussman

”ROLLER COASTER”

“RAPIDS”

“CAROUSEL”

AHIP LAUNCH CAMPAIGN

GIVING HEALTH INSURANCE A FACELIFT
(oK - mAybe just a little botox).

THE SITUATION
AHIP, aka America’s Health Insurance Professionals, is an advocacy group that works on behalf of the people they insure. They’re a well-known industry collective, however, they’d never done anything consumer-facing. Until now.

THE SOLVE
We started by creating a simple, yet resonant tagline: “Care Changes Everything,” From launch films to websites, OOH and real-world activations, the CCE tagline worked as the ultimate filter that every idea had to live up to.

THE STATS
3x increase in overall brand trust
2x increase in overall brand favorability
Dr. Anthony Fauci cited the manifesto as “something the insurance industry really oughta do.”

MADE WITH OGILVY IN NEW YORK, NY
CCO: Patrick Clarke
ECD: Michael Patterson
CD/CW: Greg Collins
CD/AD: Mark Schruntek
EP: Josh Kornrich
DIRECTORS: Lalou Dammond & Joaquin Baca-Asay
MUSIC: duotone music group, New York