Post launch, Truvada for PrEP was having difficulty in helping physicians identify patients who could be at risk of getting HIV. A campaign was developed to tie a straight line between getting an STI and the possibility that it could have been HIV. This mini campaign was shot again with Marc Hom and used the same doorway framing as the launch concept to help maintain brand tonality.
At the same time the brand realized it could also market itself to an important demographic that may not be aware they are at risk of getting HIV: women. Often left out of the protection decision making process in a relationship, and/or unaware of their partner’s lifestyle choices, women could finally be empowered to take matter into their own hands.
Biktarvy had made its mark on the HIV market: it is the #1 prescribed regimen for HIV, the #1 Insti, it’s DHHS recommended, has real-world data and zero cases of resistance. In light of a new modality (LAI) soon to enter the market, Biktarvy wanted to remind doctors that they are the simple, proven choice delivering peace of mind. Though my other concepts tested well, “Enough Said” rose to the very top - the swagger and confidence resonating strongly with HCPs.
Descovy, the second generation PrEP needed to convince HCPs that switching their patients from Truvada was needed. By aligning the product to a ubiquitous tech update, the notion of switching became simple, and familiar. Descovy maintains Truvada’s efficacy, while also providing bone and renal benefits. The campaign was shot with Vincent Dixon at three of my favorite Brooklyn locations. While I did have other strong concepts in testing “Update” proved to be the right choice, helping Gilead surpass every sale goal they had for the brand.
When resistance to a 2nd-Generation TKI develops few options for a patient remain. Iclusig wanted to emphasize the exact moment when switching treatments could make all the difference. Thanks to the switch on the tracks the train narrowly misses our patient. I partnered with Carioca Studios to create the train, and shot our patient remotely in Romania, during the Pandemic.
With the mission of switching Truvada patients to Descovy a resounding success, the brand wanted to focus on two new threats: generics that were entering the market, and the inventible LAI that was in the pipeline. While testing concepts in market research, an idea of a mural with graffiti was testing very well… but a competitor came out with campaign featuring an artist painting on a wall. My partner and I took the original idea one step further: what if we could use actual Keith Haring art for the campaign? The iconic artist was an activist who dreamt of a world free of HIV - that shared vision with Gilead made them a perfect match. The Keith Haring Foundation has proudly partnered with Gilead for an iconic campaign to promote Descovy.
When it comes to advertising, and popular culture sex is everywhere. But when it's time to talk about birth control the conversation is nowhere to be found. As a leader in birth control and women's health, Bayer wanted an unbranded campaign to educate women around the world about their choices from Oral contraceptives to the intrauterine system (IUS). The campaign I worked on, "It's Her Right" takes its battle cry and urgency from female street artists from around the world - it educates, empowers and breaks down myths on the one issue the media seem to never want to talk about. In addition to the program ID I also designed the website and worked with an illustrator to bring the myths of contraception to life.
After many hours of interviewing Hepatitis C treaters an upsetting insight emerged: people who inject drugs were not being treated for Hep C for fear that after being cured they would simply reinfect themselves. To help shed a light on how transformative a Hep C cure can be we partnered with Academy Award winner Cynthia Wade to tell the story of four patients who by getting cured of Hep C helped them overcome addiction. In addition to the amazing experience of being on set with Cynthia Wade, I quickly learned that a movie is made in the editing room where my copy partner and I assembled first a complete paper edit, then sat side by side with our editor to assemble the final cut. I also developed a marketing tool kit to help Merck promote, premiere and distribute the film overseas.
Adherence is a constant concern for HCPs - especially with HIV medication where missing a dose consistently can lead to resistance. Biktravy, the number 1 single tablet regimen, wanted to make their simple dosing, even simpler. The Biktarvy blister pack, Anywhere, can be taken literally anywhere - it’s discreet, completely portable and easy to use. These ideas play off of those three product attributes, introducing a new way for doctor’s to prescribe Biktarvy.
Doctors are unaware of the overall prevalence of RAS mutations in Pancreatic Ductal Adenocarcinoma Cancer (PDAC), especially given the lack of treatment options. The objective here was to create a disease awareness campaign that creates a direct link between RAS mutations and Pancreatic cancer, with the hope that upcoming innovations from Revolution Medicines will someday provide a treatment. The vines that spell out RAS on the pancreas have a tight grip with the intention of only getting tighter.
Having used photographer Martin Schoeller for the Biktarvy launch portraits, I knew that when it came time for us to capture real world patients for the brand I wanted to use him again. Our HIV patients have been through many challenges: stigma, shame, and even homelessness. Overcoming those challenges through Biktarvy, and support of others is perfectly captured in these photographs and testimonials.
8 out of 10 people living in the US with diabetes will eventually develop diabetic retinopathy, the leading cause of blindness for people aged 20-64. Surprisingly, a simple eye exam once a year can screen for it and almost everyone who’s diagnosed can be treated to prevent blindness. "Don't be blind to diabetic blindness" is an unbranded campaign created by Genentech that helps educate those suffering from diabetes on the danger of vision loss. I developed the campaign ID as well as the website.
Current options for treating early breast cancer might address the needs of patients at low- and high-risk of recurrence. But what about the needs of the sizable group of patients with Stage II (N0, N1) disease who fall somewhere in between? These patients are a different group of patients, and they're still at unnecessary risk. They deserve new, innovative treatments designed to address their needs. This campaign seeks to drive awareness to HCPs about the needs of this sizable patient group.
Fresenius Medical Care is the one of nation's largest network of dialysis clinics and a leading manufacturer of dialysis products. They started to see their share in the category diminish as competitors, (supplied with Fresenius machines!), began providing a more approachable, and comforting environment. We were tasked to develop a new brand positioning for their centers - I created the logo, ad lobs and center/collateral elements.
Cycle Kids is a foundation whose sole mission is to help children achieve academic, emotional and physical success through riding a bike. The freedom, activity and self reliance that emerges from bike riding is invaluable. Cycle Kids provides new and gently used bikes to communities that could use them. This campaign leverages typical branding spots on a bike to communicate the importance of giving a kid a simple chance: to ride a bike.
We Give Books is a digital initiative that enables anyone with access to the internet to put books in the hands of children who don't have them, simply by reading online. It combines the joy of reading with the power of helping others, providing a platform for caregivers and educators to inspire children to become lifelong readers and lifelong givers.
Penguin wanted to retain its heritage as a publishing icon while also capturing that this was a digital initiative, different from other charitable programs it had launched in the past. The books stack up to reveal the charity's mission - given the dynamic perspective of the spines this mission statement turns into an actionable battle cry.
