For GSK’s Shingrix, I led the creative for “Shingles Stand-In,” a campaign built around a fictitious rent-a-stand-in service for people missing life’s biggest moments due to the debilitating pain of shingles — reframing a rash into a reminder of what patients stand to lose.
Storytelling narrows the gap between viewer and subject. For Parkinson’s patients, we crafted an animation that delivers hope and resilience—showing how Ongentys can empower their journey with compassion and clarity. This video became the cornerstone of our campaign to help inform patients about the benefits of our drug.
In the FaceMyEczema campaign, I had the privilege of collaborating with Suni Lee, a six-time Olympic medalist, to illuminate her personal journey with eczema. Drawing inspiration from her passion for journaling, we crafted a narrative that resonated deeply with audiences. Airing during the Olympics, the campaign not only exceeded brand expectations but also significantly boosted impressions and sign-ups.
For Ebglyss, I led a campaign and national TV launch that redefined how eczema is seen—celebrating real diversity in skin tones and showing that freedom from eczema means more than clear skin, it means confidence to live unfiltered.
For EYLEA HD, I led the “Stargaze” campaign — a cinematic brand evolution that turns the science of lasting vision into an emotional story about seeing more of what moves you.