Concepts
Everything on this page was created for an existing client relationship—exploring creative direction before production, rather than pitching for new business (that work lives under Pitches). Some of it shipped exactly as written, including three TV spots that made it to air. Some stayed at the concept stage: an HCP campaign where a detail in the strategy deck sparked a visual metaphor I found in an aerial photo of an island, and an unbranded schizophrenia campaign built without a product name attached.
The range across this work is deliberate. Writing for HCPs, like the MS campaign below, can afford to be more conceptual—clinicians read past a visual metaphor to the data underneath it. Writing for patients, especially around a condition as stigmatized as schizophrenia, demands something else: language that respects what the person is actually going through, rather than reaching for the clever line first. I move between both registers depending on what the audience—and the condition—actually calls for.
DTC I Branded National TV I COPD
Breztri's competitor regularly uses songs as the mainstay of their advertising. The tunes are top 40 hits, they're memorable, they stick in your head even when you don't want them to, and crazy expensive. We hate that, but that's why it works, and why it's tough to beat.
So we decided to go at them head on. COPD is no walk in the park. We used that as our starting point and named the campaign for what we wanted to say about the truth of COPD. It's time to get real.
Oh, and it helped that our ECD kept pushing the whack factor. This spot also paved the way for the brand to create more spots using the same creative device.
DTC I Branded National TV I Primary Immunodeficiency (PI)
HIZENTRA is a treatment for Primary Immunodeficiency (PI). This was a huge opportunity for CSL Behring and for us (Fingerpaint)—it's the first DTC spot CSL Behring ever created.
I wrote the winning concept and script and supervised the shoot in Barcelona. We worked hard on the special effects with award-winning production house, The Mill. I was involved in every step of the process.
This is the first of two spots—the client loved it so much, she wanted us to create a "brother" spot, where we reconceived the story for a male hero. We ultimately shot and produced both back to back in Barcelona.
View the 2nd spot for Hizentra
DTC & HCP I Lilly’s Centennial Campaign I Diabetes
Lilly wanted a concept that celebrated the centennial of insulin’s invention by their founder, Eli Lilly. We created 10 concepts with manifestos, ad lobs and tactic exploration for each. Here are a few of the concepts we submitted to the client to rave reviews.
HCP I Tolebrutinib Launch Campaign I MS
Tolebrutinib required an HCP education campaign based on new MS research. The insight was significant: every existing treatment on the market managed symptoms, but none had shown they could actually slow the underlying progression of the disease. That gap—between managing symptoms and stopping progression—became the strategic core of the campaign.
I found the visual metaphor while reading about the island of Hispaniola. From above, the border between the Dominican Republic and Haiti is clearly visible—lush green on one side, deforested brown on the other—because of a stark difference in land use. It struck me as the right way to represent MS itself: from the outside, a patient can look stable, even fine, while underneath, the disease is still doing damage to the central nervous system. "The Big Picture" concept built directly on that image.
The team explored other directions too—"Taking Root" and "Infestation," both built around the idea of something invisible spreading beneath the surface (the second inspired by termites working unseen inside a structure). All three concepts tested well, but "The Big Picture" was felt to be the closest to brief.
I'm often drawn to concepts that stay tightly rooted in strategy—frequently, the idea comes directly from something in the strategy deck itself, then gets built out visually from there. I was fortunate to have a longtime art partner who could take an idea like this and run with it.
HCP I Branded launch campaign I MS
We had already gotten through launch, the CVAs and IVAs were approved, the TV spot was going into production, banners, brochures, welcome kits all in the works, and the last ask was to concept for an unbranded campaign.
DTC I Unbranded I Schizophrenia
More concept work in PITCHES >>