How do you sell the market leader, but most expensive player in private jet service to a commoditized market? Let everyone else talk about price, while you talk about bringing people to the things that matter most. The integrated campaign focuses on the core values money can’t buy with magazine, newspaper, online/mobile ads and a special holiday promotion.
How do you convince a young woman that cervical cancer is a real threat despite her youth? This award-winning pre-launch campaign enlisted a Trojan Horse approach – using objects of her young eye’s desire to deliver a much more sobering message. The risk of cervical cancer is real; and so is the impact it could have on her life. We sought contextual media placement in entertainment, fashion, beauty magazines and their online properties.
The second phase of the nationwide campaign focused on the concept “Cervical Cancer is closer than you know”. TV and online ads, magazines, billboards, subways and buses featured stories of sufferers in near proximity of the reader. The latest mobile tracking technology enabled to target the viewer in their own neighborhood.
Life doesn’t always run in a straight line. What matters is your attitude while you’re on the road. Through every challenge and achievement, you show up for life and take care of yourself in the process. From what you eat to what you think to what you put on your skin, every day is a new opportunity to shine. Aveeno delivers the real skin wellness results that nourishes you from inside out.
How do you make a message about a cervical cancer vaccine appealing to a woman in her 20s?
By creating a music video showcasing the danger of being surrounded by an invisible enemy. The video featured an original cast, choreography and soundtrack. Webisodes highlighted the process of creating the video. Different episodes focused on the audition process, rehearsals, the shoot and gave you exclusive access to “Behind the Scenes” footage. Print and banner ads helped guide traffic to the site. Social Media supported the buzz.
The 360 campaign development for BestSelections.com – a luxury ecommerce website – recognizes that shopping is an ever changing notion. Customers who frequently visited department stores are now looking to digital channels. The client asked us to refresh the way of communication, so we heightened the shopping experience by introducing visual story telling in an unexpected way. Shopping online needed to be engaging, inspirational and easy. The design focus was reflected in a clean site aesthetic and branding and the campaign was supported by print, digital ads and social media.
Lexmark gave my imagination someplace to go from developing branding guidelines, TV, Print, Collateral and sales material. All elements of the design philosophy were direct manifestations of the product.
Simple. Elegant. Clean.
Sometimes a picture says more than 1000 words. Throughout the history of art flowers were used to depict women’s sexuality. Using a metaphor within the world of flowers enabled us to to talk about a delicate subject, the loss of vaginal moisture. Women know what menopause does to the skin on their face (feels dry/looks older), making this subtle connection could help them understand the impact of estrogen-loss down there, and the benefit of bringing it back. The creative device – a flower in a vase- was the perfect metaphor. It allowed us to tell the “from within” story in a feminine way and separate us from topical lubricants which don’t solve this problem (hence the wilted flowers). This, along with a complete packaging overhaul, set the brand on new trajectory.
Continued the success story of Lunesta and supervised and executed integrated campaigns with one of the most memorable and successful branding icons in the pharma industry.
Euro RSCG ran a self promotion campaign in print media, which showcased not only their ad chops in the pharmaceutical arena, but established them as the creative choice.
Originated and executed the launch of the osteoporosis drug Boniva. Generated and supervised integrated campaigns for TV, Print, Collateral and CRM and created the introduction of Sally Fields as a spokesperson.
Creative lead on Reclast from the 1st day of launch until patent expiration 6 years later. Spearheading the national advertising campaign across all channels as well as the international product launch under the name of Aclasta, shaping a brand from the beginning to the end.
Paul Smith is to die for, his work embodies classic with a twist, impeccably made and always surprising. The print campaign picked up on that theme in a film noir fashion.
Originated the winning concept for Lovaza and supervised the launch of the national campaign across all channels.
