DaVita Labs

At C2 Creative lead our team to help DaVita launch the commercialization of their lab services. I worked closely with the client to create go to market sales materials, trade booth experiences, websites, video content, naming software, PPC campaigns, direct mail, and other support materials. I also concepted and directed multiple photo shoots of their facilities and created brand standards within the larger DaVita framework.

Humalog/Lilly

While at GSW (Columbus) I worked on the Lilly insulin portfolio as a Group Art Supervisor. The brands included the US and Global Humalog portfolio, HumaPen, Glucagon, along with campaign work for the broader diabetes franchise. It was a large team with many moving parts.

My responsibilities included managing the design team as we developed sales enablement materials, was hands on creating campaign tool kits for global distribution and core creative materials such as video content, DTC educational materials, trade booths, packaging, and directing several photo shoots.

My writing partner and I were always coming up with new campaign ideas. We always liked the idea of positioning Humalog as a highly trained, highly specialized partner that always has your back.

Edex/Actient

While at C2 Creative we were contracted by a consultancy to develop brand concepts for Edex as they were repacking the brand under a men’s health portfolio. In it’s simplest terms Edex is an injectable form of Viagra. I’ll let you guess where the injection site is.

My writing partner came up with this line and let’s just say it was something to get excited about typographically. This treatment served as the core of the campaign until the brand was sold to Endo Pharmaceuticals years later.

I also worked with the brand consultancy to concept, design, and execute a variety of sales materials, websites, booth experiences, and other content related to their men’s health portfolio.

Raptiva/Genentech

Raptiva is a once-weekly injectable indicated to treat severe plaque psoriasis. When I joined the Raptiva team at GSW there was already a launch campaign in the market. As the Art Director, my initial responsibility was to help steward and advance that campaign.

As the launch campaign ran its course the client asked the agency to develop new brand concepts. The sample here is one of the concepts I submitted with my writing partner. The idea of "Free Yourself" spoke to the empowering quality of the brand. I had just directed a photo shoot of Raptiva patients for a compliance program and thought the emotion of the images brought an authenticity to the message. The woman in this sample is a Raptiva patient. At the time using real patients in brand campaigns wasn't as prevalent as it is today.

Heamoscope

I was a hands on Creative Director at Stinson Brand Innovation, a boutique brand consultancy with deep experience in critical care and rare diseases. I developed this campaign idea as part of a larger branding presentation in an effort to help accelerate Hameoscopes growth in the market.

Whole blood hemostasis monitoring systems can be a tricky business, but the Hameoscope platform brought a level of predictability to a patient's risk of bleeding and thrombotic complications. I liked the idea that nobody can get you closer to seeing what's happening with a patients blood in real time than Haemoscope.

Patanol/Alcon

My healthcare journey started at Corbett (currently TWBA/WorldHealth ) and Patanol was the first brand I worked on. Although I was new to the industry, I knew the campaign that I inherited could use a refresh. I concepted and directed a photoshoot for an improved aesthetic as Patanol was a rising star in the Alcon portfolio. The image in this sample is from that shoot.

At the time the strategy was to educate and remind doctor that almost 60% of patients that suffer from allergic rhinitis have ocular allergies. However, patients wouldn’t report their ocular symptoms to their doctors and often went untreated or self-medicated with potentially harmful OTC products. The original line was “Allergies Don’t Stop At The Nose” but I rewrote this ad sample to position Patanol as a leadership brand that it ultimately became.

In addition to Patanol, I worked primarily across Alcon’s glaucoma portfolio, and other ocular therapies. On occasion I had the opportunity to contribute to other brands across the agency including hypertension and surgical devices.

PhaSeal/Carmel

The PhaSeal system features components that work together to form dry, leakproof connections. I was asked to develop concepts to put the brand story on a new and more dramatic path.

In addition to product campagins I worked with Carmel Pharma to bring attention to National Safe Handling Awareness Month with video content.