For Lyfgenia, a cutting edge genetic therapy for sickle cell disease, I led a creative team to develop a unified creative campaign, with distinct brand identities for HCP and Consumer audiences, and a compelling visual narrative.

This project showcases my ability to oversee creative processes from concept to execution, delivering impactful and engaging brand experiences.

As the Associate Creative Director, I was responsible for:

Brand Look and Feel: Crafted a distinct and empathetic brand aesthetic that resonates with patients and HCPs

Photoshoot: Developed the shoot book, meticulously planned each scene and directed the photoshoot, ensuring the imagery aligned with the brand’s vision

Website Design: Designed an intuitive and informative website to enhance user experience and effectively communicate the therapeutic benefits of Lyfgenia

Led a creative team to develop a fresh look and feel along side shooting a new campaign for Entresto, a life changing heart failure medication. Campaign roll out included the brand website, print and digital rep-delivered materials for two indications.

Unbranded Hyperkalemia

High potassium (hyperkalemia) is a dangerous condition that can result in heart failure. Many patients with chronic kidney disease (CKD) are at a higher risk of dying or having poor outcomes as a result of hyperkalemia and heart failure. However, many nephrologists and cardiologists don’t consider hyperkalemia a risk that needs proactive treatment, and instead treat reactively as it occurs in their patients.

This unbranded campaign created an urgency for treating hyperkalemia in patients with CKD by showing that high potassium levels are directly connected to their renal function and heart failure.

This campaign also introduced the term hyperkalemic to combat the current treatment attitude by labeling these patients with a chronic condition rather than a temporary lab value.

American Cancer Society Cancer Action Network of New York

Challenge
It's proven that scare tactics don't get through to smokers. So for NY Quit Week, we needed to raise awareness for smoking cessation in a fresh, relevant way.

Solution
We got up close and personal with NY smokers by disguising a local insult comic as a talking ashtray.

Results
• We engaged over 100 smokers for an average of 2 minutes each
• People pledged to get help quitting, a mother promised to quit for her children, and one gentleman even destroyed his last cigarettes
• The resulting hidden-camera video received over 25,000 views in 2 days

As art director on Viagra, I worked as part of a creative team to design interactive and print rep delivered materials, and internal promotional materials and videos for the Viagra marketing team.

Inveltys—an eye drop that penetrates the mucus layer of the eyeball to reduce pain and inflammation after eye-surgery.

This is an example of creative I mocked up detailing an App and Local Event to support concepts for a new-business pitch to NASCAR. The assignment was to create a NASCAR celebratory engagement on the Las Vegas Strip to showcase drivers and their cars in a unique way and support NASCAR's brand positioning. This concept, "Car-Sino Night", is where technology  intersects with Vegas, car appearances and spinouts, to make history. A parking area off The Strip is converted to a festival-type area with the look and feel of famous casino games on the pavement. Drivers and their cars help decide the outcome of three distinct casino games (Roulette, Keno and Craps). The random outcome of each game is determined by the action of the actual car and drivers. Participants at the event and at home around the country can play to win a variety of prizes by wagering on the outcome. An app with a database feature tracks and posts the amount a participant wagers, wins and looses. A real-time leader board posts the Top 10 players, and at the conclusion of the event, the 10 players with the highest total number of chips will be rewarded with pre-determined NASCAR prize packages.

Ole Smoky Moonshine was looking for a way to increase brand awareness through social outreach. 

Unlike other whiskies, moonshine is meant to be drank directly from the jar, wiped on your sleeve and passed to a friend. We came up with the idea of a mobile website where users pass an Ole Smoky Moonshine jar to their friends with a message. Upon receiving a message, users hold their phone up to the night sky and find the moon in real time, using geolocation. The program also automatically displays the current phase of the moon in the sky. Once found, the Ole Smoky jar opens and lightning bugs write out a quick note that was sent to them.

-  Developed concept for mobile site
-  Designed mobile site/storyboard of animation

As a New York State brewery, Ommegang debuted Nirvana IPA, their first ever India Pale Ale, exclusively for New York City. 

To launch Nirvana IPA, we opened a pop-up growler store in SoHo, where select customers and retailers got to be among the first to taste Ommegang’s new beer. The first 300 customers to respond to a geo-targeted Facebook invitation received two tickets to an exclusive tasting event with the purchase of their limited edition Nirvana IPA growler, complete with custom hand-engraving and the Brewmaster’s signature. 

To keep the buzz going, we coordinated select bar programs and promotional materials were displayed in tri-state area bars carrying Nirvana IPA. We launched the I Found Nirvana Sweepstakes, asking New Yorkers to share photos with Nirvana IPA or show us their NYC nirvana on social media. Daily prizes reflected true NYC bliss.

Both at the pop-up store and the bar programs featured a photo-op where customers could sit on a cloud and Find Nirvana.

To launch Stride’s newest gum, Stride Spark – the gum that has an energizing flavor that you can feel, the brand leveraged its infamous ram in an exciting viral campaign. With the Ram Gram Facebook app, consumers could send their friends "a little Oomph!" in the form of a motivating video-message, starring the Stride Ram and their friend.

Ultra Mobile was in need of a 30 second branding spot to educate their target about their unique cellphone program, which offers immigrants the ability to call family back home without having to use calling cards, or keep multiple sim cards.  

This is a perfect example of how I merge my variety of software skills. Ultra Mobile had very little money left in their budget, so keeping every part of the production in-house was significant in reducing the total cost for our agency.

-  Developed the look based on Ultra Mobile’s existing creative assets.
-  Storyboarded the spot
-  3D modeled the landscapes in Cinema 4D and ZBrush
-  Animated the video in Photoshop
-  Edited everything together in Final Cut Pro.

In addition to a holiday card, GNF Marketing sent wind-up toys along with a link to a movie staring the wind-up toys. I story-boarded, directed and produced the movie.