Concepts

My Role: Partner closely with a copywriter to develop ideas that challenge convention and push beyond the boundaries of traditional pharmaceutical advertising, creating concepts that are more engaging, human, and culturally relevant.

The Ask: Many of the signs and symptoms of cholestatic pruritus are invisible to HCPs, making it difficult to fully understand the burden patients face. Develop an unbranded campaign that brings these hidden experiences to life, challenging the traditional, sterile conventions of pharmaceutical advertising and making the invisible impossible to ignore.

My Role: As Group Art Supervisor for the “Make it Real” campaign launch, I partnered closely with VP/CDs to develop the core concept and executed all campaign tactics to bring the vision to life. I also assisted with the campaign photoshoot.

The Ask: Refresh and modernize the brand identity across all touchpoints while executing a wide range of materials. Simplify and declutter the visual language, creating a cleaner, more distinctive approach to content that elevates the brand and enhances engagement.

My Role: As Group Art Supervisor for Adempas, I led and executed all brand tactics. I also partnered with the VP/CD for a comprehensive brand refresh across key materials and channels.

The Ask: Reimagine and modernize two iCVAs, prioritizing intuitive UX and streamlined data visualization to ensure ease of use and enable the sales team to navigate and communicate key insights effectively.

My Role: As Group Art Supervisor for Repatha, I led and executed two iCVAs as part of a lean, agile team consisting of only a copywriter, account manager, and myself, delivering the work independently with minimal oversight.

The Ask: Develop a digital experience that authentically showcases the stories of three real patients while working within platform constraints. Extend the experience through social media by leveraging edited patient story video content to drive traffic and engagement to the web pages.

My Role: As Group Art Supervisor on the Lynparza account, I partnered closely with VP/CDs on photo and video shoots featuring real patients.

As the art lead for Lynparza ADT, I independently led and executed social media tactics, point-of-care tactics, print and digital brochures, and website updates with no oversight. I also spearheaded a major label update initiative, successfully managing and delivering more than 60 projects within a 30-day timeframe.

https://www.lynparza.com/patient-support/patient-stories.html

The Ask: Reimagine the brand from the ground up, beginning with a conceptual refresh. Evolve the visual identity to create a cleaner, clearer, and more impactful brand experience—enhancing and modernizing the existing equity rather than completely reinventing it. Ensure the refreshed vision is seamlessly carried across all channels and indications.

My Role: As Art Supervisor for Cabometyx, I co-led and executed a wide range of materials, collaborating closely with VP/CDs throughout the creative process.

The Ask: Develop an HCP-focused brand identity that feels fresh, modern, and engaging while bridging the gap between healthcare professionals and patients. Create a distinct visual and messaging platform that not only differentiates the brand within its therapeutic category but also breaks from the conventions of traditional pharmaceutical advertising, delivering a more human, memorable, and impactful experience.

My Role: As Senior Art Director on the Kynmobi brand launch, I partnered closely with my copy counterpart to co-lead the development and execution of the brand's visual identity, establishing the overall look and feel and bringing it to life across both digital and print channels. Throughout the launch, we worked collaboratively to ensure a cohesive and compelling brand experience. In addition, I partnered with the Creative Director on the campaign photoshoot, helping shape and execute the visual direction showcased in the brand brochure.

The Ask: Break through a crowded landscape of look-alike campaign executions by delivering simple, intuitive education. Bring the condition and its various stages to life through a relatable, timely metaphor or visual framework that resonates with the world patients live in today. The concept should be instantly recognizable and easily understood by caregivers, patients, and HCPs alike, driving quick comprehension and meaningful connection.

My Role: As Senior Art Director on the “OFF Times” campaign launch, I co-led and executed the brand’s visual identity, establishing the overall look and feel and bringing it to life across digital and print materials. I partnered closely with my copy partner throughout the process. Furthermore, I partnered with the CD on the photoshoot, as seen in the brochure we produced.

The Ask: Patient support and education come from a variety of channels. Create a centralized digital experience that brings these resources together in one seamless destination. Develop a compliant, easy-to-digest website that simplifies complex information and provides intuitive navigation for patients and caregivers. Additionally, ensure all critical resources—including patient support programs, HIPAA guidelines, and compliance-related information—are presented in a clear, accessible, and understandable way.

My Role: As Senior Art Director, I partnered closely with the copy lead to refresh and execute the brand’s new campaign across the website, translating the creative vision into a cohesive digital experience. I led a full website redesign to improve accessibility, content discoverability, and user engagement, and helped launch a dedicated patient portal that centralized key resources and support for patients within a single destination.

About NextWorks
NextWorks is a managed Software-Enabled Service (SES) that expedites the creation of fully responsive and portable interactive brand experiences. One Content Capsule can function as an innovative digital ad unit, a microsite/landing page and an unique content marketing solution. Capsules can be embedded, monitored and simultaneously update across unlimited websites.

My Role: As Associate Design Director for NextWorks, I was responsible for managing/directing/executing all projects from concept to completion for dozens of clients with the help of 3 direct reports ranging from design to account management.

The Ask: Allergan, the world leader in medical aesthetics, wanted to provide a digital tool to practicing physicians that would aid in patient consultations, help drive patient conversions, and build physician loyalty with the brand. Existing tools consisted of paper consultation sheets with a generic facial outline that physicians used to indicate treatment areas and written notes for the patient.

My Role: As the Senior Art Director, I worked closely with the UX team to develop this consultation app under minimal CD direction.

The Ask: Design and develop a fully responsive website to showcase the product, highlight key product benefits, and feature a custom before-and-after visualization tool to help users explore treatment outcomes and make informed decisions.

My Role: As Senior Art Director, I partnered with the Design Director to develop a fully accessible website that met WCAG standards across both desktop and mobile experiences. Additionally, I led the execution of the sales application under the guidance of the Associate Creative Director, ensuring a seamless and user-centered experience that aligned with strategic and brand objectives.