Nearly all of my Pharma/Healthcare experience has been freelance, sand much of that I lost track of after finishing my part of the project, or it didn’t get finished. But here are some brands for which I did work, and below is a sampling of work I managed to keep.
Yale New Haven Health // Broadcast
In early 2021, Yale New Haven Health wanted to send a message to the community that the vaccines are safe and effective. To do so, we countered the fear among many that vaccines developed so quickly can’t be trusted, with the notion that the greater fear might be not seeing your loved ones anytime soon, while reassuring them that Yale New Haven Health, a world leader in healthcare and research, stands behind the vaccines. // Role: CD/Art Director
Humana // Pitch
This was a pitch I co-ran as a Senior Creative Director. The majority of Humana's business was retirees, but with the introduction of the Affordable Care Act they saw an opportunity to expand into a younger market. The pitch brief was to make a campaign targeting new, younger prospects, while remaining flexible enough to work toward their core audience. In addition to running the creative teams (and contributing work), I was heavily involved in shaping the brand strategy, and I wrote the final creative strategy line: "Healthy doesn't have to be hard", from which we created the public-facing platform line:
"You don't have to try to be perfect. You just have to try"
And the tagline:
"A healthier way to health"
We won the business, but at the same time, Aetna bought Humana and it was decided that Humana would focus on their existing target market. // Role: Creative Director
First, the rip, followed by a sampling of the work presented.
Teva // Pitch
I created this work for the Teva Pharmaceuticals pitch, along with a writer partner, while freelancing at Arnold, NY. The brief was to shift Teva from a little-known generics manufacturer to a people-centric company determined to help people “live better days”. It was the lead work in the pitch. // Role: CD/Art Director
Actelion // Trade Show Promotion
These are two directions I developed for a trade show for Actelion’s Opsumit and Uptravi, two pulmonary arterial hypertension treatments. The brief was to highlight how Actelion helps patients live relatively normal lives while on treatment and to elevate the Actelion brand by showcasing all the ways in which they offer more than just PAH medicines. These would take the form of posters at the show, mailers, email blasts, etc. // Role: CD/Art Director/Writer
Direction 1
We all know that adage, “laughter is the best medicine”, but when it comes to PAH, it’s the second best. This first direction takes a lighthearted approach to living with PAH, finding the humor in everyday situations. At the booth, we would have a guest standup comedian, crowdsource funny stories from real patients, and run a joke contest.
Direction 2
The focus of this direction was to celebrate Celebrate the PAH community by sharing stories to highlight who patients are beyond their PAH, and the impact they have on the lives of loved ones
