Creative concepting
There is more to become
Say goodbye to dry eye
Switch it up!
The ask
Spread awareness about the Novavax COVID-19 vaccine, and let people know that they can get it as a second booster even if they already have a dose of Moderna or Pfizer. How to execute this? Through leveraging a popular TikTok trend through a concept that feels native to the platform.
Note: This concept was set to go to production, but was ultimately cut due to budget constraints.
The ask
Create an empowering campaign to show that people can keep being the “main character” in their lives, even if they are diagnosed with Alzheimer’s and MCI.
As people get older, there is an expected “3rd age”, which represents a new era for potential and self-discovery. By slowing the progression of Alzheimer’s and MCI, people can continue being independent for longer. These concepts aim to show this independence, while also looking towards the future with what comes next.
The ask
Create a campaign that differentiates Product X from the other eye drops. “Stop, drop & level up”, plays on a familiar phrase, while showing that your life really can change, or “level up”, when you find the right drop.
Dry eye sufferers all over have tried drop after drop after drop, while finding no true relief. This is where Product X comes in, the first dry eye treatment of it’s kind. It treats the root cause of dry eye— evaporation.
Switch stories: a real patient’s journey switching to VUMERITY
The ask
Create patient videos that tell the story of why they switched from another relapsing MS medication to VUMERITY.
When it comes to patient videos, many of them revolve around interviews, as it has proved to be one of the best ways to get to the heart of the story. But what if we did a different kind of interview? This concept was inspired by Vogue’s 73 questions, and the thinking behind this was to create something not “pharma typical” while getting to know our patients on a deeper level.
Contributions:
Pitched 3 creative concepts to the clients
Concepted the “winning” idea
Wrote interview questions for preliminary patient interview
Crafted a discussion guide based on the interview