Creative Lead (ACD, Copy)

Currently leading the initiative to reposition NUZYRA as the next-generation tetracycline that’s appropriate for patients with serious infections and comorbid renal disease.

Included are original concepts and their evolution, including materials we pushed live in May 2025.

Creative Lead (ACD, Copy)

Led launch for PN (prurigo nodularis) indication, puling through brand elements established with first indication, atopic dermatitis (AD).

Creative Lead (ACD, Copy)

The integrated HCP/DTC “Cringe” campaign elevates the patient experience, making it just as important as Prepopik’s superior efficacy. Because a colonoscopy prep can only be effective if the patient completes the prep.

Creative Lead (ACD, Copy)

PROBLEM: Prepopik is a low volume prep proven to be just as efficacious as its competitors, but it has lagged behind in the marketplace.

INSIGHT:  Patients find most colonoscopy preps “cringeworthy” – but not Prepopik. Patients actually like its taste. And 9 in 10 patients said they would ask for it again.

SOLUTION: Create a campaign that elevates the prep experience for the patients. Because a colon prep can only be effective if the patient is able to complete the prep.

Original concepts for the current Taltz DTC broadcast campaign.

"Speak Clearly" -- Touch is essential to human communication. When you're close to someone, you don't have to say a word to express your deepest feelings. A simple touch can say it all. A simple touch lets you "speak clearly."

Taltz can help patients "speak clearly" with completely clear skin.

Creative Lead (ACD, Copy)

Prelaunch

Established the foundations of the brand in anticipation of launch.

“Hello, My Name is JAK” -- Unbranded campaign introducing JAK inhibitors for RA (digital, conventions)

“Museo del Centro” – Themed live meeting which introduced the target patient persona to the larger brand team via experiential art “happenings”.

“RA Patient Journey” – Key to understanding the patient’s path from denial of disease to acceptance of biologic treatment.

HCP Global Campaign

INSIGHT: Olumiant represents a seismic shift in RA treatment on par with the introduction of the first biologics over 20 years ago.  In head-to-head trials, it outperformed the current standards of care – Humira and methotrexate.

LAUNCH CAMPAIGN: “Reach Beyond the Standard”

CONCEPTS

Re-branding campaign for Basaglar, the “starter insulin.”

Creative Lead (ACD, Copy)

PSORIASIS — “Clear. Touchable. Skin.”

Touch is essential human communication – it can tell us we belong, it can tell us we’re loved. But psoriasis can make people shy away from touch. Patients want completely clear skin so they can be confident and fully in the moment.

Clear. Touchable. Skin.”— A clean, simple campaign that implies the connection between clear skin and ‘touch.” (Note the  clean, clear design.)

PSORIATIC ARTHRITIS — “Moving. Touching. Moments.”

Psoriatic arthritis affects both the skin and the joints. So not only do patients shy away from touch, but joint pain can keep them from sharing fully in everyday moments with loved ones.

“Moving. Touching. Moments.” mirrors the psoriasis campaign. It brings together the two sides of psoriatic arthritis. And expands upon the essence of the Taltz psoriasis insight – Taltz helps patients enjoy life’s everyday moments and reconnect with loved ones by providing joint relief and completely clear skin.

Creative Lead (ACD, Copy)

A multichannel initiative that examined the experiences of corporate women on the executive track – specifically to help company leaders learn why women fall behind men at the executive level.

We created a long-form presentation based on learnings from the women’s initiative task force and employee interviews. (At right is the overview for the “deep dive” workbook.)

Creative Lead (ACD, Copy)

To re-introduce Lilly to rheumatologists, we staged the “Room of Discovery” at the Annual Meeting of the American College of Rheumatolgy – ie, we built a house on the convention floor.  And not just any house, but that of an arthritis patient.

A joint venture of the Olumiant (rheumatoid arthritis) and Taltz (psoriatic arthritis) creative teams, “Room” was designed to illuminate the daily struggles of people with arthritis. Inside, there were a number of “hotspots” – like the red shoes (below right)  -- with accompanying patient quotes describing how arthritis interferes with daily life. In addition, we included “artwork” detailing the science of RA and PsA.

CONCEPTS

Awareness campaign highlighting the role of excess nerve growth factor in chronic pain. Setting the stage for a new biologic for chronic pain.

CONCEPTS

PROBLEM: Panoxyl efficacy should have made it the obvious choice for acne suffers. But it was getting very little traction.

ASK: Create a campaign that spoke to teens about the science behind the superior efficacy of Panoyl.

SOLUTION: “SmartFaceGirl” – a charmingly nerdy character who used her social media channels (YT, Twitter, Instagram) to talk about Panoxyl and the science of clear skin. (A teen mash-up of Bill Nye the Science Guy and iCarly.)

AUA

THE ASK: Introduce the new Detrol LA icon – “Doris “ –  to HCPs at the Annual Meeting of the American Urological Association...and to drive traffic to the Pfizer booth.

THE IDEA:  “Single Blue Female” cheekily propositions convention goers to visit the Pfizer booth and learn about the new Detrol LA data.

Patient Profiles

To introduce new Detrol LA data for different patient populations, we created a series of patient profiles. These not only presented the results from our new clinical trials, but also personalized the disease, bringing in the emotional burden faced by patients with overactive bladder.