Won a silver for Best New Branded Website at the DTC Perspectives Awards

Ultomiris.com/NMOSD

Patients living with NMOSD deserve ZERO relapses and now, with Ultomiris, they can achieve it. When it comes to NMOSD, often times the irreversible damage takes place during attacks. Zero relapse means zero risk of unforeseen attacks leading to freedom from the burden of disease and greater quality of life.

To tell this empowering story, we featured 4 patients looking confident in their environment. We took inspiration from Wes Anderson's heavily curated set designs to tell a visual story about these patient's lives. We learn a lot about their personality, work ethic, hobbies and family lives through their surroundings

We feature a woman in her early forties, a plant store owner surrounded by a beautiful greenhouse. She looks directly into camera with an empowered stance and confident smile.

An antique store owner in her sixties stands confidently in her store looking directly into camera surrounded by her vintage goods and quirky items.

A man in his fifties is featured in his music loft surrounded by old guitars, amps, records, and items he's collected over the years.

Finally, a mom in her forties wears a blazer and jeans representing the balance of being a working mom and the many roles she plays. She's featured in her living room at her work desk, surrounded by family photos, toys, with her dog at her feet.

When bringing this campaign to life we knew the sets and the patient's confident demeanor were essential parts of the story. We enlisted director and photographer, Gary Salter to tell our visual story. His eye for set design and authentic character-driven observational photography made him the perfect fit for this campaign.

The campaign was shot on 4 heavily curated sets over the course of a week in Miami, FL.

For those living with NMOSD, Ultomiris is a game-changer and a potential for zero relapse means everything. It allows them freedom from fear of relapse and the confidence to live their lives on their terms.

With Pfizer's new respiratory health service staying on top of you and your family's health is now a no brainer. Pfizer is partnering with Walgreens to create a convenient, one-stop health hub for shoppers to have over the counter and prescription meds delivered to their door, consult with doctors over the phone, and schedule their COVID-19 and flu vaccines all in one place.

We created custom illustrations that tell a memorable, humorous story of convenience. These patients gain access to all their respiratory health needs while exerting the least amount of effort possible. A man scrolls the virtual health hub using nothing but his big toe. A woman takes a nap on her phone while curling up with her cat. A girl's phone effortlessly floats in front of her while she scrolls. These illustrations, done in a nostalgic style, create a visual nod to a simpler time and tell the story of ease in a memorable and light-hearted way.

https://nmosd.com/

For patients living with NMOSD the path to answers can feel isolating and daunting. Often times they are misdiagnosed for years, and suffer unnecessary relapses prior to receiving a correct diagnosis. The unbranded campaign for Alexion, Navigating NMOSD, helps to not only define the disease but also guides patients to answers.

We enlisted award winning illustrator, Eiko Ojala who has produced work for Apple, The New York Times, Time Magazine, and Nokia (to name a few) to bring this campaign to life. The unbranded campaign utilizes a paper cutout design to illustrate the inner and outer workings of NMOSD.

Central to the campaign is a paper cutout hero image that spells out N-M-O-S-D. Inside the letters of the cutout design, illustrations such as the brain, spinal cord, and astrocytes highlight the science behind NMOSD. Outside the letters, we see the landscape of everyday life for patients, depicting individuals taking part in a rich array of everyday activities and relationships. People with NMOSD are represented in yellow in the hero visual and throughout the campaign.

The design is a nod to the fact that NMOSD need not hold patients back from living a fulfilling life, no matter where they are in their treatment journey.

Neurologists are living in a world without a full understanding of how CIDP works. This incomplete picture of the disease limits their ability to help patients achieve their treatment goals.​

Imagine another world—one where the science of CIDP is around every corner. Where HCPs have the knowledge they need to give their patients a better shot at protection and recovery. Entering the complement side of CIDP just may make this all possible.​

The brolucizumab “Masterpiece” campaign was driven by the truth of “fluid as the enemy” in managing wet AMD. The presence of fluid is the key driver in treatment decisions and thus tied to preserving vision. With that insight, our creative campaign was focused on elevating a doctor's primary tool in making treatment decisions: the OCT scan. 

With the brand promise of “superior fluid resolution”, we depicted an OCT scan showing a healthy macula as a work of art.

To create our custom OCT masterpiece we enlisted an impressionistic painter from England to bring the campaign to life. The impressionist style of painting works with the texture found on an actual OCT scan so the style was the most seamless when incorporated into the painting. The piece was shipped to NYC where the photoshoot took place. The painting was also on display at the launch party in Amsterdam for real doctors to admire and learn about Beovu's introduction into market.

NMOSD is very rare and therefore often isolating for patients. There's only an estimated 15,000 people diagnosed in the US and many are often misdiagnosed with MS.

The rarest diseases deserve the strongest communities so we paired with Alexion to create Never Alone. An annual event meant to bring awareness to NMO, and create a community of patients and caregivers to learn from the specialists in the field and find support from each other.

We wanted the branding to feel powerful, emotional and bold. Bold type paired with black and white photography to infuse emotion, offset with a pop of green (representing NMOSD awareness). There's an edginess yet confidence to the look and feel. An awareness campaign that feels welcoming yet empowering. Hashtags like #NotMS and #KnowNMO speak to the long journey that this community has had to get answers.

Last year's event was a great success for Alexion and they have plans to host it annually during NMOSD Awareness Month.

In ovarian cancer, testing for FR αlpha expression is only done for a few women or too late in the disease to make an impact on her days forward.

If oncologists wait to test for FRα expression at platinum resistance, they will end up dishonoring these women’s time to see another day.

This campaign aims to educate oncologists and pathologists that every woman deserves to be tested for FRα expression at diagnosis because her days forward depend on it.

Test at diagnosis, seize the window of opportunity, and honor her alpha.

Searching for care can feel endless—waiting, driving, sitting, pacing, and more waiting.  But if there's anything that should be on demand, it's finding care. 

 With PfizerXYZ you can easily connect to the care on your terms.

We went with a bold, simplistic, pop art approach to tell the visual story. Using a combination of vector art and photography, connecting the dots between two points in a busy person's day to depict the convenience of Pfizer XYZ. This health hub is there when you need it and available on your schedule.

KOSELUGO® is the FIRST and ONLY FDA-approved treatment for pediatric patients 2 years of age and older who have a rare type of tumor called neurofibromatosis type 1 (NF1) and symptomatic, inoperable plexiform neurofibromas (PN). These types of tumors typically grow fastest in the first 10 years of life so early action is crucial.

Alexion tasked us with revamping their campaign to tell a more emotional and impactful story about how Koselugo can change these children and their families lives for the better. Koselugo SHRINKS tumor volume so kid’s childhood (dreams, wonders, passions) can GROW.

The consumer campaign focuses on active children. Caregivers are in the picture, but not the focus. “GROW” plays a bigger role in the story to speak to the benefit of Koselugo. We also use the magenta circles from the logo to add an active, positive energy that helps to pull branding through our visual.

To bring this narrative to life in the most authentic way possible, we recruited 3 children (who are living with NF1 PN) and their families to participate in the shoot. Ages ranging from 5-14 years old. We asked the children what their favorite hobbies were and built the shoot around them so that their passions and personalities came through in the images. We also included one of the parents in the shoot to highlight the relationship between child and caregiver and how NF1 impacts the whole family.

We enlisted husband and wife duo Jeremy and Claire Weiss of Day 19 to shoot the campaign.

Their authentic approach and experience working with children (and being parents themselves), made them the perfect photographers to tell our story. We loved their approach, having two cameras shooting at once. One "tethered "camera which was displayed on screen throughout the shoot, closely following the shot list and another "un-tetherd"- that's where the candid magic happened. Capturing genuine facial expressions, the unplanned, honest, beautiful moments in between.

The campaign was shot over 2 days on set in beautiful homes located in Montclair, NJ. This campaign is meant to celebrate kids being kids, and their ability to pursue their passions and dreams with the help of Koselugo.

You wouldn’t treat anxiety with eyedrops. Lung disease with moisturizing cream. Lymphoma with Melatonin. But that’s what you’re doing when you only treat the surface symptoms of SjD

Faces of the South

The South Magazine Faces of the South Advertising Campaign

Overview

Everyone wants a sneak peek at the face behind the mask, the brains behind the operation. Well, consider this issue the unmasking of the Faces of the South. As modern-day movers and shakers, they run the businesses, city organizations, educational entities, and spiritual sanctuaries that have put and kept Savannah on the map. It’s also a celebration—a thank you to and a thank goodness for those who care. 

Process

It was our fifth anniversary issue and the occasion called for something special. The design team at South Magazine brainstormed a creative, dynamic, and inventive way to advertise.

We decided to execute an advertising campaign with an editorial approach; a unique advertising opportunity for local business owners to show their “face behind the business”. Full-page, black and white, editorial-style ads were used to cultivate the more personal style we aimed to achieve, yielding a holistically dynamic campaign when viewed together in the book on the right side of each page. The result was a series of beautiful images that provided the viewer with an opportunity to meet “the faces” of their favorite local businesses. Working with some of the best photographers in the area, I scheduled hundreds of photo shoots with local clients at various locations around the city. I collected and complied copy, which was subsequently edited and summarized to describe each business and their mission to serve the community.

Execution

I scheduled hundreds of photo shoots with some of the best photographers in the area in addition to personally working with each client to brainstorming concepts on how they best wanted to portray their business and themselves. The types of desired sentiment spanned humorous, serious, beautiful, scenic, environmental, and more—all of which our team brainstormed and created for the shoot. Upon this, I was responsible for relaying the information to the photographer. Naturally, the photographers assessed the milieu upon arrival and was encouraged to apply their own creative twist. Through this research intensive process, we were able to express the personality, mission, and feel of each business and business owner in their respective ad, ultimately yielding a highly personal and distinctive advertising campaign. 

Contributors:

Hannah Clough- Advertising Art Director

Lauren Hunsberger - Managing Editor

Photographers

Josh Branstetter - Jabberpics

Shawn Heifert

Tim Johnson

Christine Hall Photography

Celebrate the Cycle

Young Cannes Lions Submission 2018

In rural India many young girls are shamed for having their periods.

The stigma and lack of education regarding menstruation makes it one of the leading causes of reproductive disease.

We created a children’s book to help educate young girls and boys about menstruation, to help break down stigmas, and Celebrate the Cycle.

Copywriter- Sasha Mishkin

Copywriter- Mary Kate Coonan

Illustrator- Shawn Taylor