With Biosimilars (biologic version of a 'generic' medicine) becoming more prevalent in the Biologic marketplace, insurance companies are beginning to battle with physicians on whether or not to honor their treatment choices on the basis of what becomes cheaper to cover.

With this as the problem, Finely Tuned was created. A campaign to help blunt the rise of biosimilars by creating awareness for patients who are the most directly affected by these price wars.

My task was to lead a team in the concept development, execution and roll out of various tactics that would help maintain this campaign over the next year. Mediums for execution included iPad sales aides, websites, web banners, several intimate portrait films, script development, casting, production sourcing and planning.

I was brought on board to help push the brand's awareness which included updating the drug's website as well as teaming up with director Jeremy Warshaw to film patient stories documenting real INVOKANA patient's lives.

With the launch of ViiV’s ground breaking 2 drug regimen for HIV, we proposed telling that story of “Power Re-imaginged” through a 60 second brand story video.

This was, and is currently a 1st for ViiV who took a step forward in poetically putting their patient type on a pedestal. The result was a patient portrait that authentically represented the brand and its affect on its patient’s lives.

In the end, this beautiful piece was created and has proven to resonate strongly with physicians and patients alike.

In 2017 Simoni Aria received FDA approval to expand it’s RA indication to include indications for RA, AS and PsA.

The timing couldn’t have been more appropriate because campaign fatigue had set in from their previous branding and there needed to be revised messaging that connected the worlds of the three patient populations.

I was fortunate enough to work with level-headed clients who trusted our team to deliver on the promise that months of market segmentation, market research and strategic discussions had led to.

With that we began an extensive connecting process that included engaging the client in the ideation process leading to much stronger creative.

In the end, we netted out with 4 concepts that did very well in Market Research giving us the flexibility to go with an even stronger iteration of what was tested.

The caveat to this is we had a limited time to execute on our creative vision and had en even more limited time to adapt the campaign across over 50 tactics covering both the HCP and Patient audiences.

This project tested my creativity, leadership ability and collaborative skills. What you see here are the fruits of our labour and hopefully the beginning of a successful journey for the brand.

I was fortunate to work with Boehringer Ingelheim to help launch a major COPD initiative. With Chronic Obstructive Pulmonary Disease affecting millions of Americans we worked on a strategy that would have us develop a program geared to heightening the awareness of this condition and seek to have over 1 million people take the first step of getting screened. We did this by creating getting on the help of a few iconic individuals. Our partners included Billy Ray Cyrus, Michael Strahand, Danica Patrick, Jim Belushi, Patty Loveless and NASCAR.  We built our core strategy around a program called The Great American Screen Off. A program that had various components including a 40 state tour where our individuals could be screened as well as appearances/screenings at various NASCAR races throughout the year. 

I worked on various branding elements for the program as well as marketing materials to support the lifecycle of the initiative.

Mylan teamed with Julie Bowen on the Get Schooled in Anaphylaxis Campaign to provide family-friendly resources and guides that would help schools and parents come together to understand the challenges faced by the anaphylactic community and how they can help.

Half way into my 6 weeks of paternity leave for our second son my wife and I decided we were tired of typing up texts to send updates about our kids to our family and decided this communication was better served in Emoji form.

And, of course, Bundle of EmoJoy™ was born.

Truly an independent passion project, my work included:
- Designing and prototyping (Sketch x Flinto) beginning iterations of App for hand off to dev team.
- Designing and developing mobile 1st website - bundleofemojoy.com
- Providing Creative Direction to various Illustrators for character development.
- Working with Copy team on establishing key message, tonality and brand voice.
- Working with off-shore development teams in executing builds for both iOS and Android platforms.
- Providing overall campaign strategy in-line with 2016/2017 objectives, tapping into various metrics to determine KPI's.

Since the launch, we've updated the App to include iMessage Stickers for the iMessage store as well as developed an Android version as well.

Tylenol's Smiling it Forward Campaign teamed up with Alyson Hennigan to encourage mothers to upload photos of their smiling children to the website. For every photo uploaded $1 would be donated to the Children's Health Fund.

few of the strategies I worked on to help push this initiative included a moms conference, photo shoot with Alyson for materials and website design and launch.

I worked with Roche's corporate brand as well as Cobas, it's product brand on two campaigns looking to boost Roche's brand equity with the infusion of it's new brand style. Both projects covered a wide array of media platforms and distribution from mobile websites and desktop digital to sales force materials and print ads.

Novo Nordisk's Ask.Screen.Know Campaign raises awareness for people to take a screener for diabetes to see if they are at risk. The campaign has spanned several years and has teamed with celebrity personalities like Rev Run, Chris Noth and others.

In the years I worked on this campaign my responsibilities included web design, UX development, photography, print Ad design and PSA story boarding.

MERCK approached us with the idea of providing a usable and easily accessible online resource for that could fill a need for the Hep C community. To help this initiative we teamed with a core roster of diverse musicians including Jon Secada, Natalie Cole and rock legend Greg Allman. Over the course of the campaign I worked with various vendors to produce several 60 second PSA's and photo shoots to support the program. These efforts were extended to bringing together all our celebrity spokespersons for a one-time amazing concert at Webster Hall in NY.

I worked with SpaceHouse Studious to film Olympic Gold Medalist Dara Torres for Sanofi Pasteur's Get in the Game campaign. The campaign was built around a website and 60 second PSA that encouraged parents to become proactive about vaccinating their child for Meningococcal Meningitis.

Janssen partnered with NASCAR Legend Richard Petty to spread awareness about the increased likely hood of prostate cancer among the veteran community.

I worked with Space House studios to develop the overall story board for the 60 second PSA as well as provided various creative for props such as the car wrap used in the shoot and I was also responsible for photographing Mr. Petty for use in the print PSA.