Integrated Campaign: Hizentra
DTC | Primary Immunodeficiency (PI) | CSL Behring, Agency: Fingerpaint
Elsewhere on this site, you'll find specific examples by deliverable—a TV spot here, a brochure there. This page is different: it's one fully integrated campaign, from concept through launch, that I worked on in its entirety.
This one started in a hotel in Philadelphia, where the client and about ten of their people sat down with five creative teams for three days of concepting. Three concepts came out of that session and moved into testing. My art partner and I were assigned to develop all of them, then continued on the one that tested best. I wrote the script, we supervised the shoot in Barcelona together, and worked with award-winning production house The Mill on the effects—it was the first DTC spot CSL Behring had ever created. Much further down the road, once that story had locked in testing, the client asked for a second spot—a "brother" version with a male hero—so we re-conceived and shot that one, too.
Everything else on this page grew out of that TV work. I wrote the line the brand used as its tagline—Live in Strength. I also wrote the Hizentra website from the ground up, building it over one long holiday weekend. The website I wrote became the foundation for the brochure. From there, the same voice carried through a journal print ad, a Facebook/Instagram reel, and an infusion guide and doctor discussion guide, which I oversaw.
It's the clearest example on this site of what it looks like when one writer shapes an entire campaign, start to finish. It was one of the most satisfying roles I've had.
TV SPOTS
TV Spot #1 (Female Hero)
TV Spot #2 (Male Hero)
WEBSITE
BROCHURE
INSTAGRAM & FACEBOOK REEL
DOCTOR DISCUSSION GUIDE
INFUSION GUIDE
