Adam Hessel

SITUATION: Every day, cats are robbed of their best lives by a common, yet often overlooked disease: osteoarthritis (OA) pain. Nearly 40% of cats suffer from it in silence, yet most of their owners don't know how to spot its signs. Previously the only way to screen for signs of OA pain were to take your cat to the veterinarian, which as owners know, is not an easy task. And even if owners were able to get their cats to the veterinarian, cats typically act very differently than they would at home, making it difficult to determine if a cat is showing signs of OA pain. So we asked ourselves: what If there was a way to interpret how cats were feeling so they could get the help they need from the comfort of their own home? The answer was Cat Pain IQ.

RESEARCH:

• 32 million households in the US have cats.

• 40% of cat owners who recognize QA pain signs.

• 50% of cat owners who recognize OA pain signs in their cat were motivated to visit their vets.

TARGET AUDIENCE:

• Veterinarians and members of their team that may be screening, diagnosing and treating cats with osteoarthritis (OA) pain

• Cat owners who want to ensure their cat has the best possible quality of life and is proactively ensuring they receive any necessary veterinary care

OBJECTIVES: Osteoarthritis (OA) pain is an overlooked disease, nearly 40% of cats are suffering because of the condition because most of their owners don't know how to spot its signs. So, we need to create a way to interpret how cats were feeling so they could get the help they need.

RESULTS: Initial research and response for Cat Pain IQ indicated:

• 91% of cat owners would open this app

• 75% would share this app

• 78% would “ask my veterinarian about this app”

SITUATION: During winter’s off-season, how does a surf therapy nonprofit continue its outreach—garnering financial support, sustaining online impression, and enrolling the next wave of children with unique needs who will greatly benefit from the transformative power of surfing? With the potential of declining support, it was vital for A Walk On Water (AWOW) surf therapy to create disruption—at a time when surfing is largely unnoticed—to provide access to more children in need and their families.

IDEA: Introducing the AWOW Merch models. Keeping our surf therapy vibe alive during winter’s off-season, we transformed our athletes—children with unique need—into fashion icons at a full-production AWOW photoshoot. To encourage needed support, we created this photoshoot and interview session to give these young athletes the power to promote AWOW themselves and to drive online purchases of the 2023 Spring merchandise line.

TARGET AUDIENCE: Potential donors and supporters, families of children with unique needs, and any surf enthusiast who understands the life-changing feeling of accomplishment that learning how to surf provides.

RESULTS:

• The response was incredible:

• Dozens of new kids enrolled for the upcoming AWOW season

• Donations doubled

• Merchandise sold out

SITUATION: Transthyretin Amyloid Cardiomyopathy (ATTR-CM) is rare, progressive, and life-threatening disease. It’s characterized by deposits of amyloid protein fibrils in the walls of the left ventricle, the main pumping chamber of the heart. Diagnosis is challenging. A big barrier to diagnosis continues to be the lack of awareness of ATTR-CM with both physicians and patients. Another barrier to diagnosis is the complexity of the constellation of signs and symptoms and that various clinical clues which are never attributed to the larger culprit of ATTR-CM. Once diagnosed, untreated patients with ATTR-CM have a median survival of ~2 to 3.5 years. There is great urgency for quick and correct diagnosis.

OBJECTIVE: Ogilvy Health was tasked with creating a DTC disease awareness campaign for ATTR-CM with the main focal point of delivering an unbranded TV spot. The objective is to activate markets with a high propensity of heart failure patients and their caregivers to ignite urgency to drive them to take stock of their current medical situation, multiple symptoms and medications and self-advocate with their cardiologist for a definitive ATTR-CM diagnosis. There is low awareness of ATTR-CM among patients and an inability to connect disparate symptoms and they rely on their HCP for a treatment recommendation vs. researching or advocating for themselves.

STRATEGIC INSIGHT: The Silent Generation’s “silent” behavior has been attributed to the difficult times in which they were born and is known for traditionalist behavior and a desire to work within the system rather than to change it. Members of this generation tend to follow the advice of their doctor for healthcare decisions and don’t rock the boat.

Baby Boomers on the other hand largely value relationships, are goal centric, hardworking, independent, competitive, self-assured and resourceful. This generation grew up in an era of reform and believes they can change the world. They questioned established authority systems and challenged the status quo. Baby boomers are different from the generations that preceded them regarding healthcare; they are more savvy, assertive, health-conscious, and engaged in their care.

As we take a closer look at these individuals and their experience with ATTR-CM, we learned that many have lost their drive to self-advocacy due to being compromised by the symptoms of heart failure: shortness of breath, confusion, memory loss, fatigue and difficulty of mobility. They also attribute their worsening of heart failure to getting older/slowing down, etc. They also may be generally apprehensive about having a discussion with their HCP, whose dismissal or lack of support often results in an incomplete diagnosis. And finally, the need for help places a burden on their family and caregiver.

TARGET AUDIENCE: Patients: predominantly Caucasian in their ~70s with symptom onset as early as 60 (69% male / 31% female) and their Caregivers (spouses and adult children).

CAREGIVERS: They play an active role in supporting heart failure patients, lending support in various ways, and see firsthand the symptoms that patients are dealing with day in and day out. They often can accelerate patients through the process of suspecting ATTR-CM red flags, researching on-line and discussing ATTR-CM with the doctor.

SITUATION: Desmoid tumors are a rare disease. In fact, there are only about 1,500 new diagnoses per year and some 11,000 patients living with it in the U.S. today. For patients, having a desmoid tumor can be an uncertain and concerning journey. There is a high rate of misdiagnosis of these tumors, as many medical oncologists and surgeons have never seen one. Surgery dominates the treatment landscape, but sadly, tumors often recur post-surgery. Patients frequently undergo a surgical procedure before receiving a definitive diagnosis. Many doctors are unaware that surgery is no longer the consensus approach for how to treat desmoid tumors in the first line of treatment. OGSIVEO will be the first and only FDA-approved treatment for desmoid tumors.

TARGET AUDIENCE: People suffering from the pain and debilitating impact of desmoid tumor and their caregivers.

OBJECTIVES: SpringWorks Therapeutics is launching OGSIVEO—a new first-in-class drug for the treatment of desmoid tumors (DTs). These rare tumors are locally aggressive, invading surrounding vasculature, nerves, and organs, often causing a multitude of symptoms and sometimes becoming life-threatening. The current lack of effective and FDA-approved systemic treatment options gives us an opportunity to introduce a life-changing treatment that patients (and those who treat them) have been craving.

Through a sophisticated & integrated digital marketing & media approach our robust omnichannel marketing campaign is designed to educate and motivate patients and their caregivers to learn more about OGSIVEO and to ultimately ask their healthcare professional if OGSIVEO is right for them.

RESULTS: This launch campaign proved to be enthusiastically embraced by our target audiences through a robust market research effort. The results of the research yielded high marks for the visual depiction of the tumor being contained by the patient, as well as the story that supports the OGSIVEO promise.

Abandoned dogs are named in honor of veterinarians who died by suicide due to social hate.

SITUATION: In the U.S., 1 in 6 veterinarians has considered taking their own life, and 70% have had a colleague who died as a result of intentional self-harm. These alarming statistics stem from the challenging working conditions exacerbated by an abundance of hurtful comments on social media. Making things worse and often lethal, is veterinarians’ access to pentobarbital. They are taking their lives with the very same drug they use to euthanize sick animals.

IDEA: To honor the memory of the veterinarians we've tragically lost, Four Paws has launched a unique initiative: naming shelter dogs after these fallen dedicated professionals. This initiative operates through a simple web interface, allowing visitors to see and adopt these dogs that are seeking a new home, accompanied by a tag with the vet’s name and heartfelt tributes to them.

RESULTS: More than just an adoption, this endeavor aims to shed light on the issue of veterinarian suicide and, in turn, work towards its prevention in the future.

• View profiles of shelter dogs and read memorials for veterinarians.

• Adopt a dog and receive a unique tag honoring a fallen vet.

• Behavioral Change: Promoting empathy among new pet owners to encourage behavior change towards veterinarians.

SITUATION: Online hatred is pushing veterinarians towards suicide. Think before you post.

BACKGROUND: Veterinarians are facing the burdens of overwork, low pay, and relentless online hate. Tragically, this is leading to a harsh reality: the highest suicide rate among all professions. Recent data reveals that 1 in 6 veterinarians has contemplated suicide in the last two years, with 70% personally knowing a colleague lost to self-harm.

IDEA: Through a print campaign, we reveal the alarming real-world consequences of hate comments posted on social platforms. This is achieved by drawing connections between commonplace digital elements and items commonly associated with self-harm: a laptop keyboard reshaped to resemble a firearm, a digital keyboard juxtaposed with a syringe, and a pill bottle

The messages are simple yet equally impactful, associating the act of pressing a key with firing a shot or administering a lethal dose of poison to the veterinarian, ultimately leading to suicide.

These combinations work to amplify awareness and cast a spotlight on a pressing issue that remains inadequately discussed.

SITUATION: An insidious bacterial infection within the gut microbiome, Clostridioides difficile (or C. diff) infection is called an “Urgent, public health threat” by the Centers of Disease Control and Prevention. It affects nearly half a million Americans and kills upwards of 30,000 annually. Moreover, it is the primary bacterial contagion in US hospitals. The trouble is nobody has heard of C. diff, until it infects them. And it affects them with severe pain, colitis, and almost ceaseless diarrhea.

OBJECTIVES: REBYOTA is the first FDA-approved, standardized, microbiota-based live biotherapeutic that reduces the recurrence of C. diff. Unlike the current standard of care, REBYOTA restores the diversity of the microbiome by delivering a broad consortium of spore-forming and non-spore forming bacteria to reduce C. diff.

TARGET AUDIENCE: People living with recurrent C. diff infection who are desperate to find a treatment beyond antibiotics alone.

RESULTS:

• The REBYOTA DTC campaign delivered 5.6MM impressions in June 2023 across 3 tactics (Meta, Reddit, paid search) with a reach of 972k.

• 14% increase in website visits and an 8% increase in key actions (highest YTD)

• Paid Social impressions increased by 34%

• Meta and Reddit exceeded KPI goals; the CTR on Meta was 1.18% (Goal: 0.50%), while Reddit had an overall CTR of 0.26% (Goal: 0.10%)

• Visitors to the site continued to be a highly targeted audience; campaign to date they were 14x more likely to have been previously diagnosed with C. diff relative to the U.S adult population

• Paid search were 20x more likely to have been previously diagnosed with C. diff

Inside the month of DTC campaign social media launch:

• 50,795 unique visits

• 15,403 engaged visits

• 39% increase if high intent visits

SITUATION: Desmoid Tumors are a rare disease. In fact, there are only about 1,500 new diagnoses per year and some 11,000 patients living with it in the U.S. today. For patients, having a Desmoid Tumor can be an uncertain and concerning journey. There is a high rate of misdiagnosis of these tumors, as many medical oncologists and surgeons have never seen one. Patients frequently undergo before receiving a proper diagnosis, and many doctors are unaware that surgery is no longer the consensus approach for how to treat Desmoid Tumors in the first line of treatment. There are no FDA-approved treatments for Desmoid Tumors and while off-label options are accepted, but they are not ideal. Surgery dominates the treatment landscape, but sadly, tumors often recur post-surgery.

OBJECTIVES: SpringWorks Therapeutics is developing nirogacestat—a new first-in-class drug for the treatment of desmoid tumors (DTs). These rare, soft tissue tumors are locally aggressive, invading surrounding vasculature, nerves, and organs, often causing a multitude of symptoms and sometimes becoming life-threatening.

Typically, desmoid tumors are initially treated with surgery, despite the possibility of recurrence up to 70% of the time. Most patients are only referred to a medical oncologist when their desmoid tumor is unresectable or if a tumor has come back after surgery. The current lack of effective and FDA-approved systemic treatment options further limits the space.

RESULTS: The DSE campaign performed extremely well. HCPs downloaded the brochures 16x more than the industry average and 115 Consumers chose to learn more about Desmoid Tumors in this ultra-rare disease space.

With a goal of creating awareness, in just 4 months, the campaign exposed disease education messaging to many HCPs across identified specialties resulting in high quality engagement on and off the domain with over 400 likes and 185 shares on social media & over 800 brochure downloads on the website. Patients/caregivers engaged with the Burden of Disease video over 4000 times and over 600 discussion guide downloads, with 115 consumers opting to learn more.

HCP:

• Exposures: 63.1M impressions

• Education: 62K site visit spending an avg of 42 seconds

• Key Actions: 2.2K video views (BOD and DSE) and over 800 Brochure downloads (16X above industry avg)

• Social amplification: over 400 likes and 185 shares

CONSUMERS:

• Exposures: 81.3M impressions

• Education: 112K site visit spending an avg of 49 seconds

• Key Actions: 4.3K video views (BOD) and over 600 discussion guide downloads with 115 opt-ins(validated) (at industry avg)

• Social amplification: over 80 likes and 127 shares

SITUATION: CeraVe provides therapeutic skincare for all—yet all didn’t know CeraVe existed. CeraVe is rooted in dermatology and therefore well-established with dermatologists but had zero consumer promotion when the brand was acquired by L’Oreal. Our challenge was to increase consumer awareness, build the brand and a loyal following, and ultimately become the #1 mass medical brand in the world.

SOLUTION: We knew we had to create a super-differentiated, ultra-compelling campaign rooted in consumer-friendly dermatological science. Who is a more credible authority on healthy skin than our skin itself? We created a campaign to skin, from skin celebrating skin as a character while uncovering skin’s most desired cravings. It explores the interconnectivity of skin and person, and in doing so, uncovers the tension between the two. Using skin as our star backed by science, CeraVe was able to connect to an ultra-diverse range of consumers above brand. It created that authentic, relatable, empathetic tone that took the world by storm.

RESULTS: The campaign has been running in the US since 2018 and the business is still feeling the LoVe with off-the-charts awareness and off-the-shelf sales. We increased household penetration (18MM) and skyrocketed digital engagement rates across social platforms and audiences (from GenZ to seniors). Prime shelf space was reclaimed and expanded across all trade partners contributing to double-digit sellout growth across all franchises. CeraVe was recognized as “the fastest growing top skincare brand” and was most recently named one of AdAge’s Hottest Brands.

But we didn’t stop there—we took it global to consumers and professionals in 35 countries and counting. Now, CeraVe is the #1 contributor to the growth of both cleansing and body care categories worldwide two years in a row (2021, 2022) and has inspired creation of the world’s first social dermatological influencers. The brand is continuing to see record-breaking repeat purchase rates—the highest ever in the skincare category—with the strongest conversion rates of any mass skincare category brand. All to establish and cement CeraVe as a global leader in dermocosmetic skincare.

SITUATION: Though previously approved for metastatic triple-negative breast cancer (mTNBC) in the US, TRODELVY was about to be approved for use in Europe and our clients wanted a new campaign to announce this launch across their global markets.

TRODELVY is an antibody-drug conjugate class (ADC) designed to address many difficult-to-treat tumor types, directed at TROP-2—found on the surface of cancer cells in breast, bladder, lung, and others down the road.

In mTNBC, TRODELVY will answering an urgent and unmet need for more modern and effective therapy. Given the poor 5-year survival rate for patients with mTNBC, TRODELVY represents a liberator—an inspiring visionary; strong and brilliant for patients and the oncologists treating them.

OBJECTIVES: Deliver a highly motivating and compelling mTNBC concept to effectively launch TRODELVY for mTNBC across global markets and ensure the chosen concept accurately and positively reflects the brand positioning.

TARGET AUDIENCE: Oncologists who treat mTNBC, which is an aggressive and particularly challenging form of breast cancer. When confronted with this disease hope starts to dwindle and the unfortunate realities and difficult conversations with patients—whether at first diagnosis or subsequent treatment failure—must be had.

RESEARCH: Market research proved that the “Take Flight” campaign communicated feelings of liberation and exhilaration via both the imagery and headline. Moreover, the campaign delivered strong stopping power across markets with no risk of misinterpretation within local markets.

RESULTS:

• The campaign was successfully launched in 44 countries worldwide and the TRODELVY Brand is estimated to be prescribed for ~14,000 patients by year-end 2023.

SITUATION: Many dog owners are satisfied with their current parasiticide regimen and do not recognize nor appreciate the different protection offered by different products. After 2 years on the market, the brand had shown decent growth, but had not yet broken through against much more well established competition. With potential new competition looming, it was critical for Simparica Trio to create disruption in a fairly stagnant and satisfied market.

TARGET AUDIENCE: Pet owners who are competitive brand users and no longer think that much about their brand choice because their vet continues to prescribe it.

OBJECTIVES: We want pet owners to rethink their current regimen, recognize there are other choices, and inspire them to take action. We want to make them aware that Simparica Trio does the job of 2 or more parasiticides and delivers all this coverage in just 1 monthly chewable—the way pet owners prefer to give preventatives to their dogs.

RESULTS: Increase in Brand Awareness of 5 points seen after just 6 weeks on the air

SITUATION: An estimated 1.2 million dogs have been orphaned in Ukraine due to the ongoing war conflict. These dogs need shelter, food, and medical attention. People all over the world want to lend a hand, but they don't know how. US pet owners, pet owner focus groups, social listening. Comprehensive review of Ukraine war news and reporting

TARGET AUDIENCE: People in the United States who want to help pets in Ukraine but don’t know how.

OBJECTIVES: Our goal was to turn empathy into action — to give people the means to support orphaned dogs in Ukraine from anywhere around the world.

STRATEGIC INSIGHT: By developing a core visual that illustrates a helping hand extended to a dog in Ukraine, we telegraphed the idea that anyone can help pets orphaned by war from anywhere.

We partnered with 4Paw’s to feature the visual in an international campaign aimed at gathering donations to send veterinarians, food, water, and medical supplies to shelters in Ukraine.

RESULTS:

(within 24 hours of launch)

• Over 2 million impressions

• 10,000+ engagements

• 2000% increase in donations

• 0$ media spend

• 300+ tons of pet food delivered

• Helping more than 50,000 pets

We’re into health when NY wasn’t.

A campaign made to remind us about the importance of a health festival at a time when smoking was rampant, only athletes “exercised,” and a good life meant a life on the La-Z Boy chair in front of the tv (and tv dinner).

SITUATION: When it comes to healthcare advertising, there is no lack of award shows. Despite a crowded field of competitors, how would NYF/NYFH’s Health Awards generate the attention it deserves from creative talent, client leadership, and the larger marketing world?

IDEA: Tapping into the legacy of a show that has been held in New York City since 1957, we transformed the potential weakness of its age into a strength, positioning the show as an ongoing leader in elevating great ads when it comes to health.

With a tagline that elegantly captures the entire idea, “We were into health when New York wasn’t.”

The campaign playfully deployed iconic photographs of New Yorkers at a time when smoking was rampant, only athletes “exercised,” and a good life meant a life on the La-Z Boy chair in front of the tv (and tv dinner).

With minimal words, the campaign reminds us how far we have come, and positions the NYF/NYFH’s Health Awards as a leader.

We asked what makes NYFH unique compared to other Health Award Shows? Scott Rose, Director of the NYF & NYFH said, “Well, we’ve been judging Healthcare & Pharma work since 1957.”

That was it! We had a great little insight to brief the entire creative department, and the idea ‘We were into health when New York wasn’t’ campaign was born. This idea features the NYF award statue as a persona from another era.

We had the use of some striking photographs of old New York, back when people weren’t quite so health focused. The campaign idea encapsulates how NYFH was there then, and we’re still here today, leading by example.

The American Society of Media Photographers (ASMP) remembers those we lost to Covid-19

SITUATION: Early in 2020, Covid began to ravage New York City. It remains one of the hardest hit areas in the United States. In total, Covid has claimed the lives of over 45,000 New Yorkers, many of whom were photographers and creative professionals. This horrific event forever changed the city as we know it.

IDEA: To help the city remember and forever honor those we lost to Covid-19, ASMP created a campaign featuring striking imagery captured during the height of the pandemic. Through these unique photographs, it’s possible to not only see the scars left behind by Covid-19, but also the strength of the city that survived. A corresponding exhibit was held, encouraging ASMP members to submit their own photos taken during the pandemic, highlighting the emptiness of the city in trauma.

CYCLE Kids puts children on a path to success by providing access to critical bike programs

SITUATION: CYCLE Kids is a non-profit organization committed to working with schools to ensure the basic rights of children to a physically and emotionally healthy start in life. By teaching kids how to ride a bike, they have had a powerful, proven impact on children and communities.

IDEA: A brighter future begins on two wheels. By learning how to ride a bike at a young age, kids not only learn important skills, but they also learn confidence that can last a lifetime. This print campaign brings that idea to life by featuring children in their aspirational future careers. Shot by legendary photographer Mark Seliger, this campaign shows how learning how to ride a bike can lead to a life of space exploration, late night fame, or national leadership. As part of a fundraising campaign to bring important cycling programs to all 30 schools in Brooklyn’s School District 20 this fall, the campaign was featured in prominent media placements across the city, including in Times Square.

SITUATION: For the past three years, mental health and wellness have been incredibly important topics of conversation in the workplace. Stress and burnout are happening more regularly due to continually increased pressure to meet business goals, and the over-connected world we all currently live in. This is not an isolated issue. According to the US Department of Labor, 83% of US workers suffer from work-related stress, while 54% report that work stress affects their home life.

OBJECTIVE: To bring awareness to mental wellness in the workplace and provide employees with the education and resources they need, we partnered with MH3 to create the Little Bad Thoughts Campaign. This campaign demonstrates how even the smallest worry can grow into something much bigger. Using classic monsters, we bring this idea to life in an engaging, eye-catching way to bring prominence to MH3’s mission of making mental wellness a standard in the workplace.

RESULTS: Launched over several social channels including LinkedIn and Instagram, the Little Bad Thoughts Campaign not only captures attention, but encourages continued conversation around the importance of mental wellness.

SITUATION: The brand’s goals are to get physicians to test every patient and treat the NTRK gene fusion positive patients with VITRAKVI. HCPs need to test to find the right patients for VITRAKVI, but they need to believe in the benefits of VITRAKVI to stay motivated to test, knowing that it is rare to identify an appropriate patient. Globally, the brand is prioritizing lung and thyroid, but specific countries might include additional tumor types, such as sarcomas or pediatric cancers.

VITRAKVI has strong data on a variety of efficacy and safety measures. But the brand has decided to strongly focus going forward on its unprecedented responses that last, which is a primary driver of treatment choice. TARGET AUDIENCE

Oncologists (both academic and community) across the globe who treat metastatic lung, thyroid and pediatric cancers and sarcoma (including Pediatric oncologists.)

Oncologists are “hard wired” with 2 key emotional drivers that can be leveraged: the sense of mastery afforded by high science and compassion within patient relationships.

• Oncologists are excited by the science and discovering new ways of treating patients – it fuels a sense of mastery

• Compassion and empathy also distinguish oncologists from other physicians – they relish the psychological aspects of treating cancer patients and the relationships they form with patients and families

RESEARCH:

• VITRAKVI is the single best option for my NTRK gene fusion positive patients because it targets the root cause of the cancer.

• HCPs were excited and highly motivated to offer VITRAKVI, a precision medicine perfectly matched to their NTRK+ patients, for a longer and better life.

• The campaign effectively conveys QOL and DoR and differentiates VITRAKVI

SITUATION: Charitable donors want to give their money to good causes, but they don’t necessarily know how individual charities ultimately spend their money. Our goal was to let donors know that Give.org offers a detailed look into the financial health of charities, as well as what percentage of donations actually go toward their stated mission.

IDEA: The Sick Money idea was created to show donors that the wrong charity can sicken each dollar they donate, ultimately weakening the strength of their good deed.

SOLUTION: With the help of renowned money artist Mark Wagner, we created scenarios featuring US presidents on dollar bills in compromised states of health. Mr. Wagner then crafted each concept in meticulous detail using real money. (Note: Mark Wagner has received special permission from the federal government to cut up money for his artwork.) The result shows that the wrong charity can sicken a donation, an idea that is pulled through in the supporting copy concept.

COMING ALIVE: Recognized by Lürzer’s Archive as Print Ad of the Week, the campaign was immediately picked up across websites and social feeds. A microsite is in development with the goal of auctioning off the original artwork to raise money for the organization rated the healthiest charity by to Give.org.

SITUATION: Since its inception, Genentech has been known as the company that goes to the ends of the earth, delving into uncharted territory to bring scientific innovation to patients with high unmet needs. How do we stand out and continue to own this well-deserved corporate identity in a competitive industry?

IDEA: The DNA strand has been Genentech’s trademark visual for over 2 decades. We build on that established equity to convey our vision of bringing progress to patients through scientific discovery.

SOLUTION: The Genentech Visionary Campaign is a series designed to communicate Genentech’s continued pursuit of bold scientific discoveries, and how our shared vision connects us in the quest to bring new solutions to HCPs and their patients. Genentech’s established DNA branding is paired with rich, elegant portraiture, elevating the purpose behind the passion: advancing science to advance patient care.

SITUATION: To tell it's brand story, Iclusig needed to explain to HCPs that they may be making a dangerous mistake when treating patients with CML (Chronic Myloid Leukemia). HCPs often use the same class of treatment over and over, and fail over and over, while a fatal cancer mutates. We wanted them to consider moving to Iclusig as soon as it became clear that the other options were destined for failure---to switch treatment at the critical moment. This was a complex idea, for an audience that was fairly comfortable with the approach they had been taking.

IDEA: Simplify the idea of 'switching treatment at the critical moment' to a train switching tracks right before it could hit a patient.

SOLUTION: The cancer train was a simple concept that was crafted to be both beautiful, and terrify-ing. A patient is confidently walking along the tracks, near a railway switch that has an Iclusig logo on it. Beside him is a roaring cancer train that has been diverted to a different track. We worked with medical teams to visualize blood cancer, and the CGI artists at Carioca Studio to combine the organic nature of cancer with the unforgiving steel of a locomotive. What emerged was a smoking, bubbling, relentless cancer train that just missed its victim---because an HCP switched treatment at the critical moment.

SITUATION: Hyacinth in New Jersey is dedicated to stopping HIV and HIV-related issues, including the social disease of HIV stigma. Hyacinth wanted people to know that they were a safe place, a neighbor with no judgment. They don't care how you got HIV, they just want to help.

IDEA: Create a campaign about these social taboos, to cut through the stigma immediately.

SOLUTION: We started with symbolic doors to represent a neighbor. Then we sculpted each door to graphically show how HIV is transmitted, whether by drug needles, unprotected oral, anal, or vaginal sex. Hyacinth knows how HIV is transmitted, but that doesn't matter. They'll welcome you with love, not judgment. So no matter how you got HIV, knock on their door.

SITUATION: Jazz, a pharmaceutical company new to the oncology space, was launching, Zepzelca, a new drug to help stave off the progression of SCLC. There had been little to no innovation in SCLC treatment in well over 20 years. HCPs were frustrated and feeling helpless when it came to helping patients with this deadly disease.

Our challenge was to create a disruptive campaign that would help launch Zepzelca while re-energizing HCPs with new hope and possibilities by providing a new way forward.

IDEA: Dramatize the pursuit of HCPs in their search for a better way to treat their patients with SCLC.

SOLUTION: With the help of award-winning photographer Phil Penman, we captured the passion and energy HCPs have for their work. Couple that with Zepzelca, powered by a 1970s GTO, and the pursuit of better treatment for SCLC is on!

SITUATION: Family Reach is a nonprofit organization dedicated to addressing the other silent killer: the financial toxicity of cancer. Family Reach is not well known but should be the first phone-call anyone makes after being diagnosed with cancer. They can ameliorate the burden and difficulty of managing one’s finances while coping with a deadly disease. Our challenge was to create a disruptive campaign that would help Family reach grab attention and demonstrate their value proposition, telegraphically.

IDEA: Dramatize how a un-managed financial toxicity can leave cancer survivors and their families impoverished.

SOLUTION: With the help of award-winning photographer Phil Penman, we contrasted otherwise healthy cancer survivors with homelessness, begging for change, to demonstrate what a world without Family Reach might be like.

SITUATION: With so many prescription medicines on the market, doctors forget that OTC Bayer aspirin is such a powerful preventive medicine. Our goal was to create a heightened sense of urgency among doctors to get them to recommend Bayer aspirin for patients at an increased risk for a second heart attack.

IDEA: The Heart Bomb concept was designed to dramatize the risk of a second heart attack as a life-or-death situation—a bomb waiting to go off—and to urge doctors to intervene.

SOLUTION: Heart attack risk takes various forms in this campaign—a classic black mortar bomb, a Molotov cocktail, and a cellphone bomb. With the help of award-winning CGI studio Illusion, we brought each Heart Bomb to life in exacting anatomical detail. Each bomb stands out against a reflective black background to heighten the sense of impending danger, and the copy succinctly compels doctors to take immediate action.

SITUATION: Myelodysplastic syndrome (MDS) is a type of cancer that lurks in the immune system, remaining undetected and methodically and slowly advancing. With no new therapies for nearly 14 years, researchers, physicians and patients are hungry for clues. Our goal was to prepare the market for the arrival of a novel new entrant that will treat the disease in different way.

IDEA: Portray MDS as a cold case that’s suddenly heating up

SOLUTION: By visually blending together elements from the detective world and the oncology world, we portray a team of physicians deep in their investigation against MDS. We drew inspiration from pop culture references such as Dexter, The Sopranos and The Unusual Suspects to name a few. These references helped guide the set design to feel authentic and gritty and led to the inclusion of items such as old coffee cups, crumbled balls of paper, whirling ceiling fans and of course, a corkboards and pushpins. The items featured on the cork board are interactive and help enhance the experience for those who interact with the content.

Thousands of images and video were captured for this idea by concept by world renowned photographer Alex Telfer and will be syndicated across multiple channels in various forms.

CBD oil for pets for general health and possible ailment relief.

SITUATION: After 4 years in the market with specific dosing requirements for each of its regimens, TECENTRIQ received approval for flexible q4w, q3w, and q2w dosing across all indications—a clear advantage and prized convenience over key competitors, especially during a global pandemic.

IDEA: Visualize the flexibility and versatility of TCQ dosing options.

SOLUTION: By placing a dramatically-lit, CGI-generated spring on a photorealistic image of the TECENTRIQ vial we communicate the remarkable flexibility HCPs have when scheduling their patients’ TECENTRIQ infusions.

SITUATION: If you ask someone on the street what the Make-A-Wish® Foundation is, most will know. But if you ask someone what Dream Foundation is, pretty much nobody knows. Dream Foundation is a nonprofit that grants terminally ill adults a final, end-of-life dream. For loved ones, dream fulfillment adds up to positive, lasting memories and offers compassionate closure. To continue its incredibly meaningful mission, Dream Foundation needs more people on the street to know about it and to give, even if just a little.

Our challenge was to introduce the mission of Dream Foundation and grow its base of donors, so that it could make more end-of-life dreams come true.

IDEA: Dreams Add Up shows how the smallest donations can add up to make a final dream come true. In doing so, the campaign both introduces the mission of Dream Foundation and shows donors that donations of any size can have a big impact for terminally ill adults and their loved ones.

SOLUTION: We adapted the final dreams of real dreamers as our source material: trips and travel to places they wanted to go before they passed on. With the help of the award-winning CGI studio Illusion, we brought the vision for each “money world” to life with meticulous detail. Framed in the classic design of US currency, our copy succinctly pulls the concept together as a final dream made possible by donations of all sizes. With its initial release as outdoor posters, and movement into social media and publications, the Dreams Add Up campaign is already starting to pay dividends.

Awareness campaign aimed at getting CMVirus on the Recommended Uniform Screening Panel (RUSP). The RUSP is a list of disorders that the Secretary of the Department of Health and Human Services (HHS) recommends for states to screen as part of their state universal newborn screening (NBS) programs.

SITUATION: For patients with BRAF+ metastatic melanoma, currently doctors prescribe an immuno-oncology agent and a BRAF/MEK inhibitor one after the other to achieve the most durable responses possible. The problem is that no data exist showing which treatment they should use first for the best results.

Our goal was to introduce doctors to an investigational new approach that will help solve this dilemma: a first-line immuno-oncology agent plus BRAF/MEK inhibitor combination that will help maximize the benefits of each treatment and provide the most durable responses yet.

IDEA: Just like the age-old chicken-and-egg paradox, for doctors the question "Which treatment should come first?" is unanswerable. So we used the concept of a chick and an egg to highlight the treatment dilemma facing doctors and to ultimately raise awareness about a new investigational solution.

SOLUTION: With the help of award-winning CGI animation studio Karoka, we animated a chick and an egg to bring the idea to life. Following a sequence in which the chick and egg battle each other to be first, the concept finally resolves with the chick and the egg finding common ground in the understanding that maybe the answer is to work together. Created in meticulous detail and with hyper-real human traits, the chick and egg personify the tension and resolution of the question. Finally, a simple copy treatment helps quickly pull the idea together and guide doctors to learn more about this new treatment approach from Novartis.

SITUATION: What to do with #1? BIKTARVY® had the most successful HIV drug launch of all time, and was one of the most successful drug launches since 2017 in any category. Since then, BIKTARVY’s unique combination of simplicity and powerful clinical benefits has been the standard of care in HIV treatment worldwide, giving confidence and peace of mind to healthcare providers and patients alike.

IDEA: Unapologetically simple. We set out to distill the confidence that comes from the strength of the BIKTARVY clinical profile. Its powerful efficacy, high barrier to resistance, safety and tolerability profile, and overall simplicity are punctuated by the one pill that needs no explanation. BIKTARVY speaks for itself.

SOLUTION: To break through the clutter of health care advertising, we set the iconic BIKTARVY pill on a clean reflective background above the words “Enough said.” The stripped-down, head turning simplicity of the campaign is immediate, self-assured, and projects the simple confidence of a true leader.

THE PROBLEM: Dream Foundation is a non-profit organization dedicated to granting terminally-ill adults and their families one last end-of-life dream. Among wish-granting charities, Dream Foundation is not well known, and it’s focused on a morbid reality that’s uncomfortable for most. In addition, Charitable resources are often finite, so donors reserve them for their favorite charities. Our challenge was to create a campaign for Dream Foundation that would break them into the leading competitive set of giving and capture more donations.

THE IDEA: In a category filled with trite images of hopefulness that fail to breakthrough, we daringly took the Dream Foundation creative in the complete opposite direction to confront the stark reality of terminal illness. With a positive spin, we dramatize how final dream fulfillment can enable terminally-ill adults to die happy and help turn a dying dream into a living memory.

THE SOLUTION: This concept shows a wake scene, dramatizing the joy that happens when Dream Foundation helps to make a final dream come true. With friends and family mourning at their side, the deceased are adorned with the accessories that demonstrate a lasting memorial to their final dream. With the help of award-winning photographer Alex Telfer, the contrast of somber mourners and a happy casket scene is captured both in mood as well as lighting to make the final smile the centerpiece of this campaign. The campaign copy designed in the style of a prayer card eulogizes each dream recipient’s final wish as made possible by Dream Foundation.

DETAILS: With the help of award-winning photographer Alex Telfer, the contrast of somber mourners and happy dreamer is captured both in mood as well as lighting to make the dreamer’s final smile the centerpiece of this campaign. The campaign copy designed in the style of a prayer card eulogizes each dreamer’s final wish as made possible by Dream Foundation.

SITUATION: Facing reduced survival, patients with HR+ HER2- metastatic breast cancer have limited treatment options after resistance to endocrine therapy. Our goal was to reinforce awareness of this problem as well as highlight promising new treatments on the horizon.

IDEA: The campaign needed to bring to life a complex story, that resistance to endocrine therapy results in deadly outcomes for patients. It also needed to illustrate how endocrine therapy can be revitalized with the emergence of a new era of treatment, so that patients can live longer and even flourish.

SOLUTION: With the help of award-winning CGI studio Salamagica, we created a dramatic campaign that tells the story using a tree, shaped to mimic the contours of a woman's body, coming to life again. One side of the tree is stark and bare, representing the threat of cancer after current treatments fail. The other side of the tree is lush and growing, indicative of the emerging hope of revitalized endocrine therapy. Overall, a narrative is told through this memorable image—from options that fail and reduce patient survival, to the coming of a new treatment solution that will allow women to emerge victorious and flourish by overcoming resistance.

There’s Life After Rotisserie. Let’s keep organics out of landfills. Join the growing movement of a healthier tomorrow. Start composting today. Learn how at Compostingcouncil.org

An Apple A Day Is A Tomato Tomorrow. Let’s keep organics out of landfills. Join the growing movement of a healthier tomorrow. Start composting today. Learn how at Compostingcouncil.org

May Your Sole Be Reborn. Let’s keep organics out of landfills. Join the growing movement of a healthier tomorrow. Start composting today. Learn how at Compostingcouncil.org

Save Our Reefs, Save Ourselves.

Coral Reefs are dying fast. When they’re gone, future life-saving treatments that may come from coral will disappear forever. Learn more about what you can do to help. Visit coralrestoration.org

Clubfoot is a birth defect that steals more than just the ability to walk. It can rob children of a normal life. You can help give it back to them. Donate today at miraclefeet.org.

Campaign aimed at consumers open to the benefits of legalized, recreational marijuana. CBD oil, specifically, is a non psychoactive version (it won’t get you high because it lacks THC, weed’s main component for making you high) and is said to offer relief from pain, anxiety and depression, and have anti-inflammatory properties.

ZOSTAVAX is a vaccine that is used for adults 50 years of age or older to prevent Shingles.

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Challenge: SMA (spinal muscular atrophy) is the mutation of a single gene that robs children of the ability to walk, eat, and realize their full potential. To raise awareness of this disease, and secure donations, we needed to tell the world that these children are only one gene away from a cure.

Solution: We created a campaign that focused on the tragic loss of potential for children born with SMA. Then we juxtaposed the hope of being only 1 gene away from the cure against it. The result was a powerful statement that brought a new level of awareness to a disease many know little about.

Often, when people hear “cannibidiol” they think recreational not medicinal. But the truth is, NYC Botanics' cannibidiol contains just .3% of the psychoactive properties of THC found in other forms of cannabis. That means it's Mostly Good for you. Good enough to help with things like inflammation, anxiety and chronic pain... all without the buzz.

The path to a successful migraine treatment is usually a story full of ups and downs, and starts and stops. And before leaping to the next option, patients have concerns about whether or not this time…this one… will be the right one. They resent losing valuable time at work or around the house to their migraine attacks.
Our goal is to get them thinking about being proactive and positive.
We want to help them realize the impact and demand more from their treatment. I want FEWER headaches. How can I achieve that?
That’s where Emgality comes in. Emgality offers a solution that changes how people think about migraine prevention. Emgality turns hesitation into hope, daily worry into a monthly “no problem”. It’s effective, specifically designed for migraine, and comes in a ready-to-use pen.

Together, we can provide hope to all FLT3+ AML patients. Connecting our passion with your product, to make long-term remission standard of care and life saving transplants more likely. As your partners in progress, we will bring a community together by bringing optimism to everyone, all around the world. Together, we will change outcomes and expectations with the first all-inclusive treatment. Showing the all embracing and enduring vision we share. United, we can make gilteritinib the global-game changer it is.

United, there’s nothing we can’t do.

CMVirus is the Most Common viral Infection affecting newborns that 91% of women don’t know about. The campaign is designed to educate moms about its spread and how it can be prevented.

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True Hydration comes from within. Hydrate your patients’ dry skin through the body’s own natural resources with Eucerin Advanced Repair. Only Eucerin Advanced Repair effectively activates the body’s natural hydration channel for healthy, hydrated skin.

Clubfoot affects one out of 800 children worldwide, often leading to a lifetime of poverty, stigma and abuse. But you can help set Clubfoot straight at miraclefeet.org/donate.

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In this unbranded disease state ad, we were tasked with communicating a complicated message: be aware of specific signs of disease progression when treating myelofibrosis. The signs themselves don’t exactly roll off the tongue. So we turned a challenge into the focus of the ad, spelling out the creeping signs of disease progression in vines that literally creep into the patient’s life. It catches the eye of doctor and drives the message home.

My MG

So, far you’ve been inseparable. Unable to shake the double vision, difficulty breathing, or side effects of treatment. But you don’t have to lose your identity to your disease. Talk to your doctor about new treatment options that could help you feel like yourself again.

The business-winning Aflac Duck campaign that we created and the brand expanding effort we led for over 12 years-- including all aspects of digital and social media--is in textbooks, the Harvard Business Review, on The Advertising Walk of Fame and top of mind of consumers. Aflac was a little known brand with 30% awareness, after having spent $40 million a year for 10 years. In just two years of the duck campaign, Aflac went from a $4 billion to an $11 billion company, and as the CEO told CNBC, "all that changed was the advertising.”

This highly successful campaign continues to this day.

In order to really grab her attention, we came up with a creative idea that humorously paralleled her relationship with her traditional tools to that of a romantic relationship. The creative idea was “End Your Dysfunctional Relationship with Your Traditional Cleaning Method.” By mirroring the excitement of starting a new relationship with someone who is better than a previous partner with faults, we highlighted Swiffer’s superiority and comparative strengths versus traditional tools. Swiffer deliver double digit 17% growth for the past 4 fiscal years.

While running the urban Pepsi account we created breakthrough work. CGI and celebrity talent were pushed to the limit's, including two Super Bowl spots that were both rated in the top ten on the Ad Meter.

Created the business-winning "Napa Know How" campaign. Here you can see how we extended NAPA KNOW HOW into a unique, own able brand across all platforms for NAPA. After all, "Advance Auto Parts Know How" doesn't quite have the same ring to it, or unique branding power. NAPA sales have climbed over 30% since the launch.

To promote the coming NBA season, we launched several spots utilizing comedian Sacha Baron Cohen in his popular HBO-persona “Ali G,” star of HBO’s Emmy-award nominated ‘Da Ali G Show,’ to build on the network’s highly successful Let The Truth Be Told NBA platform from the past two seasons. In the spots, directed once again by Spike Lee, Ali G interviews some of the NBA’s brightest stars, clearly unaware of common NBA terms and the origins of his guests.

Pitched & won Wendy's account, launched 'You Know When It's Real' campaign. The campaign promoting Wendy's “real, never frozen beef” and other steps the chain is taking—including a robust product pipeline, and upgrades to its hamburgers and French fries—are  part of a larger brand overhaul.

Ever wished for someone you could turn to for expert advice when it came time to buy a new or used car? Well, you've found someone. Allow us to introduce ourselves: We're the Car People from Edmunds.com! We make it easier for you to find and purchase the car that meets your every need in a friendly, informative and memorable way.

PSA work for childabuse.org that hopefully helped some.

Please give back our Intel. A piece of technology as powerful as the Intel processor chip could have only came from one place. This campaign features an intelligent race begging earthlings to return their lost treasure.

Launch of Flagship Ikea store in San Diego, California. The store had over 1mm customers on opening day.

There is only one deodorant that can keep up with today's man.

During the summer’s 30-city AND 1 Mix Tape Tour, presented by Mountain Dew Code Red, a summer-long playground basketball tour featuring the nation’s best playground basketball players taking on local talent, ESPN documented AND 1′s search for the next Mix Tape player. There will be an Open Run before each Mix Tape game during which ballers will compete for a spot on the AND 1 roster, while ESPN cameras roll to capture it all.

One of my first assignment's in advertising was to kill off a loved spokesman. The team that created him did not have the heart to kill him off. Thanks for the opportunity.

Bad Andy was a bad Domino's employee who interfered with various aspects of the pizza baking and delivery process. By correcting his mistakes, the other employees in the ads would highlight the importance of those elements.

This work was created for the launch of Comedy Central Network in the Mid-West. We had no money for production, but the client loved the work. I executed, directed, shot the entire launch campaign with my partner. It was a huge success winning multiple awards for almost no production cost. This was the first campaign that I produced.

A once dominant news paper trying to gain traction in a city that is way over priced.

The largest promoted boxing event of all time, Lewis vs. Tyson. HBO commissioned us to create work based on the idea that everyone will be at this fight, everyone.