Advertising & 360° Campaigns

A sampling of campaigns for a wide range of clients created during my time working with advertising agencies and in-house.

Financial institution campaign

Consumer audience, print, social, out of home, interactive

Challenge: For "savers", money put aside is for emergencies, not for dreams and future goals. This puts saving in a negative light; a burden.

Solution: With a high yield account, your saved money works as hard as you do, earning 20X the national savings rate and bringing you closer to a brighter tomorrow. "Because you’re not a saver, you’re an earner."

Why it works: This campaign flips the perception of saving to one of empowerment and possibility, and invites the consumer to join the earner movement and start earning their way towards their goals.

Agency: Epsilon

Cardiovascular Ultrasound campaign

Professional and B2B audience, print, digital, social, convention, interactive, video

Challenge: Create a bold and modern campaign to showcase the newest technology from Philips in the cardiovascular ultrasound space - breaking through the clutter while respecting existing Brand guidelines.

Solution: A campaign celebrating both technology that transcends current category standards and the professionals empowered by it with striking custom CGI visual elements to grab attention and elevate expectations of what is possible with ultrasound.

Why it works: The visual treatment not only brought stopping power to the communications, but also functioned as a clear visual cue for the ultrasound imaging technology itself - as never before seen in the category. The results were outstanding, exceeding multiple benchmarks.

Agency: Nimble Works

Atopic Dermatitis prelaunch market conditioning campaign

Professional audience, digital, experiential, video, CGI artwork
Challenge: Misconceptions about what Atopic Dermatitis (AD) is and how it impacts the lives of people of all ages lead to missed diagnoses and needless patient suffering.

Solution: With a new understanding that just below the surface invisible underlying inflammation rages, we can educate and motivate HCPs to be more proactive in their approach to treating AD.

Why it works: By disrupting cosmetic dermatology's typical visual cues and using a full sensory experience, this campaign both challenged and educated HCPs to look deeper, beyond the skin's surface.

Agency: Havas Life New York

Adhesive bandages social engagement campaign

Consumer audience, social media, campaign toolkit, creative strategy

Challenge: A market-leading Brand miscast as an outdated and sterile product strives for genuine and heartfelt connection with the people they care for.

Solution: Everyone deserves to embrace the feeling of confidence and control through healing when they get hurt. The simple action of putting a trusted Brand bandage on in that moment of hurt changes everything, and lets the healing begin.

Why it works: This social media campaign celebrates the confident, comforting feeling of healing and brings a modernized, dynamic, culturally relevant tone to this historically trusted and loved Brand.

Agency: In-house, J&J Consumer Health/Kenvue

Natural health & wellness supplement end-to-end marketing

Consumer audience, omnichannel; packaging, in-store display, digital, print, CRM email, social media & more

Challenge: Evolve the creative approach of a small, trusted Brand to increase Brand awareness during acquisition and rapid expansion.

Solution: Architect and hands-on leader of in-house creative agency built in <1 year, driving nearly $3MM in cost avoidance in the first year. Capabilities added to support 360° end-to-end marketing: campaign & big idea development, creative strategy, copywriting, CRM email design, content strategy/creation, creative project management, video animation, print, digital, in-store, TV & more.

Why it works: Fortifying the design team with new embedded processes & expertise drove deeper collaboration with the brand marketers, faster go-to-market innovation, and a more cohesive, elevated Brand story across the full ecosystem.

Results: +30% Reach, >50MM consumers reached, 16% avg engagement vs 2% industry benchmark, +700% sales at Walmart vs PY, +300% sales and 2X basket penetration at Instacart.

Johnson & Johnson Spark Award Finalist: Brand Pivot to Growth (2021)

Agency: In-house, J&J Consumer Health/Kenvue/Zarbee's

Narcolepsy awareness unbranded campaign

Professional audience, unbranded disruptive print advertorial series

Challenge: There’s no question that narcolepsy is hard to identify. But every day undiagnosed is a day compromised for thousands of patients.

Solution: This disruptive campaign featured unexpected custom visuals centered around undiagnosed patients, driving stopping power and triggering conversations around narcolepsy's effect on patients' quality of life.

Why it works: Challenging typical HCP thinking around narcolepsy drew needed attention to the importance of recognition, diagnosis and expanded treatment options.

RxClub Award for Excellence (2007)

Agency: KPR (Omnicom)

Multiple Sclerosis campaign evolution, eCRM and testimonial program

Professional audience, eCRM, video, print, experiential, digital, photo & video shoot

Challenge: In anticipation of new market entrants, a refreshed storytelling approach was needed to emphasize the importance of treating Multple Sclerosis (MS) early with a proven & powerful therapy.

Solution: This bold and evolved campaign for blockbuster MS treatment leveraged the existing strong brand equity of the sun to connect to brighter outcomes possible with earlier treatment. Print, video, eCrm, digital, detailing tools, convention presence, direct mail, testimonial program featuring real KOL neurologists and patients.

Why it works: Only one Brand had the proven data and trusted heritage to push the treatment paradigm ahead

Agency: Havas Life New York

Women’s health progesterone vaginal ring launch

Professional and consumer audiences, print, digital, prelaunch unbranded advertorials

Challenge: For women undergoing in vitro fertilization (IVF), the process of supporting the pregnancy with progesterone (as well as IVF itself) can bring with it extremely painful daily injections, uncomfortable creams, gels, and suppositories, and overall physical discomfort during a very emotionally strenuous time in their lives.

Solution: This campaign celebrates the launch of a new delivery system to simplify an already complicated process, with the same effectiveness as messier, more painful delivery options.

Why it works: The visual mimics the delivery system itself; simple, clean, nurturing, and with the same promise of a new baby.
Agency: Havas Life New York

Multiple Sclerosis suboptimal treatment awareness campaign

Professional audiences, print, digital, CRM, unbranded advertorials, custom illustration

Challenge: Many patients treated for MS still face disease activity, which can cause irreversible physical and cognitive damage.

Solution: This unbranded, disruptive campaign uses a sense of urgency to warn HCPs about the often overlooked signs of disease activity beyond relapses, and drives the HCP to treat sooner with the appropriate medication at the first sign of disease activity. Campaign includes advertorial series, brochures, direct mail pieces, CRM, and a microsite, as well as original photorealistic illustration.
Why it works: Primed the market ahead of competitor launches by emphasizing the importance of long term considerations in the treatment of MS. Iconic visual cues for disability and intentionally jarring color & design elements added stopping power to the educational messages within.

Aster Awards Gold Medal, Best Pharmaceutical Education Series (2010)

RX Club Award for Excellence (2010)
Agency: Havas Life New York

Children's drug-free sleep supplement awareness campaign

Consumer audiences, print, digital, programmatic, social media, premium video shoot, CGI

Challenge: Create a memorable story and drive purchase of new product in a crowded market — all within a limited budget and timeline.

Solution: This campaign (created fully in-house) transformed a recognizable Brand icon (the bee character) from a packaging staple to an emotionally reassuring symbol for gentle sleep support. Included new creative strategy, concept, custom production & CGI, and asset creation inspired by the unique packaging design recognized by consumers at the point of purchase. Campaign included print, digital, programmatic banners, in-store display, and a series of :06, :15 and :30 premium video placement (YouTube, Hulu, social media).

Why it works: High-performing premium content delivered above average metrics on Brand Lift, Ad Recall, Action Intent & Consideration vs CPG norms, + full brand portfolio awareness, 1st party data via CRM opt-ins and launch of DTC shopping via the Brand’s website. It also delivered $2-3MM savings vs typical external agency, completed in a fraction of the time.

Agency: In-house, J&J Consumer Health/Kenvue/Zarbee's

Surgery tools risk awareness campaign

Professional audiences, print

Challenge: Single Use Devices (SUDs) utilized in various kinds of invasive surgery are often “reprocessed” and reused unwittingly by surgeons, putting both patients at risk of infection and scarring, and hospital staff and surgeons at risk of malpractice liability.

Solution: By showcasing SUDs created from words, this campaign distinctly demonstrates how even a tiny "contamination" can compromise an otherwise "clean" device.
Why it works: The telegraphically clean visual approach to this story broke though journal clutter with hard hitting claims and a singular takeaway.
Agency: LLNS (Omnicom)

Canine obesity awareness campaign

Professional audiences, print, custom original illustration

Challenge: For HCPs in animal health, canine weight management can be a low priority, overlooked or dismissed as less important to discuss with pet owners. This leads to increased potential for health problems that could have been prevented with proper care.

Solution: This propaganda-inspired visual campaign added needed stopping power to the message, encouraging HCPs to start conversations with pet owners about the impact of canine obesity in the lives of their pets. (Includes original illustration.)
Why it works: Leveraging a tried and true visual style raised a flag to the risk of health crisis, opening the door to conversations about proper health treatments to manage pet weight and extend the life and wellbeing of pets.
Agency: LLNS (Omnicom)

Epilepsy awareness campaign

Professional audiences, disruptive, market conditioning, print, digital

Challenge: Gaining control of Epilepsy has often meant serious trade-offs for the patient, from drowsiness and irritability to changes in personality, mood, and motivation.

Solution: This campaign asks the hard questions, driving a new expectation in the market and the need for a new, better treatment options that offer seizure control without trade-offs.
Why it works: Unexpected visuals break through the noise in journals and appeal to HCPs to consider their patients' quality of life when deciding on treatment for Epilepsy.

Agency: Havas Life New York

Hair care buzzworthy launch campaign

Consumer audiences, disruptive, print, out of home (OOH), advertorials

Challenge: In a crowded competitive market, create buzz around the launch of a new line of hair care products (Pantene Restoratives Time Renewal line) centered around healthy hair repair and the start of a new year.

Solution: A holistic 30 day “countdown to new hair” multimedia campaign using the Brand equity "dot matrix" icon as a visual reference to the Times Square New Year’s Eve lighted ball drop. Unexpected mylar reflective material used in the campaign shows viewers how damage has distorted their image, inviting them to visit the website to restore themselves. Included OOH, placed print (i.e., in gym locker rooms), and advent calendar inserts.

Why it works: Simple yet attention-grabbing visual approach to the campaign invited consumers into the experience, then delivered a solution anchored in healthy hair care.

Agency: Grey Worldwide (WWP)

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