Women that have the power to truly change things.

As part of a comprehensive rebranding effort, I directed a bold, new campaign that celebrated accomplished female scientists. Each embodied Perricone MD’s values of intelligence, curiosity and courage – and like Perricone MD, they pushed boundaries to improve lives and inspire others. The campaign was launched in partnership with The Scientista Foundation – a national, non-profit organization that empowers women in science, technology, engineering and math.

What is your most prized possession?

My grandmother was a wise woman. She always told me "Take really good care of yourself. Your health is the most important thing you have." 

Thank you grandma for the advice, and for the inspiration for the winning concept. "Your Health Isn't Everything. It's the Only Thing."

A mind can be beautiful and extraordinary. Imagine what two such minds can do together. 

In this case, Epsilon’s power of data and analytics was combined with Adobe’s full suite of marketing products to create a demonstration to unlock unprecedented marketing possibilities. This marvel of technology delivered personalized, relevant content to a targeted, individual consumer across multiple channels. The entire experience was dynamically driven by user behavior, preferences, attitudes and segment information. The result was an unprecedented level of content personalization at every point of the customer journey

There are 5 million heart failure patients in the US today—expected to rise to 8 million by 2030. 

Despite the growing epidemic, physicians are comfortable with available treatment options and derive satisfaction from feeling they are doing all that they can to manage the disease. 

To raise awareness of a new, revolutionary treatment and to raise urgency to learn more about the growing epidemic, a powerful CRM campaign was developed. The cadence of emails focused on three key pillars of the heart failure crisis: mortality, hospitalization rates, and neurohormonal imbalance.

Visual, auditory, and kinesthetic learning—all in one neat package.

Rituxan is used to treat certain types of cancer. To help nurses understand the mechanism of action of this antibody, an engaging educational tool was created. Demystifying the science and making it tangible, a nurse physically interacts with information, graphs and videos on the screen. Who could resist the opportunity to touch a molecule and, more importantly, who could ever forget!

Branding worthy of a revolution.

Opdivo is a revolutionary cancer treatment that empowers the body's own immune system to fight the disease.

A branding exploratory was commissioned that involved a great number of components. Opdivo ultimately launched with a different branding, but the exercise resulted in a number of creative team records—one of them being speed of execution.

How do you illustrate that which has never been seen before? 

If you are a Medical Director, you use geometric shapes and complex diagrams. If you are a Creative Director, you create a story that engages ones' senses and awakens the imagination. Here is the story of Zemplar — an active form of Vitamin D used to prevent and treat secondary hyperparathyroidism.

What tool you would take on an expedition riddled with obstacles? 

The one tool you know may save a life and get you safely to your destination. For physicians treating type 2 diabetic patients with high levels of bad cholesterol and blood sugar, the tool that meets the challenge is Welchol. Welchol is the only FDA-approved therapy for lowering LDL-C and A1C with one active ingredient in adults with primary hyperlipidemia and type 2 diabetes.

Loss of exclusivity = certain death? 

Loss of exclusivity is a stage that every pharmaceutical product faces at some point. In this case, an entire franchise arrived at that point in its lifecycle. To invigorate interest in these mature brands, a new campaign was developed for both the HCP and Patient audiences. The response and the results were truly extraordinary. The franchise was alive again!

Creating a whole new world. 

It took us six months to create the World of BioOncology for the American Society of Clinical Oncology convention.

With over 30,000 attendees, ASCO annual meeting is one of the largest educational and scientific events in the oncology community. Genentech BioOncology is one of the most innovative players in that field.

With the help of state-of-the-art technology like large-scale plasma kiosks, rear-view dimensional projections, and multi-touch sphere games, 900 square feet were transformed into a magical world that only the most daring minds can dream up.

Touch design as an art form.

Believe it or not, designing the right touchscreen experience for a convention is a fascinating process. The magic comes from asking the right questions—"What are the traffic patterns in the booth?", "How will it attract people when reps step out for lunch?", "What does the interaction look like for one person versus a small group?"

Environmental aspects ranging from lighting, optimal acoustics, traffic patterns and booth position, as well as unique user characteristics, were all carefully considered when crafting this piece.

Ordering vaccines used to be a complex process. Not anymore.

Ordering vaccines can be a complex decision-making process even for the most experienced medical staff. Considerations ranging from inventory status, seasonal cycles, and usage predictions play a big role. 

No one in the industry had come close to solving this challenge. Here was the opportunity to craft an original flawless experience equaled the excitement of conquering new continents. The results were equally as rewarding — an unsolicited letter from a physician, thanking Novartis for turning an arduous task into an easy procedure that saved him hours—hours now dedicated to treating his patients.

Big Company. Big Brand. Big Launch. 

Humira was the first fully human monoclonal antibody drug approved by the FDA. Such innovation needed to be matched by an equally breakthrough experience at the pivotal ASH convention.

Large overhead animations announced new indications, stacked plasma screens invited attendees to learn more, kiosks and interactive sliding plasma screen delighted and educated healthcare professionals. And, if you felt like watching a movie instead, the booth was equipped by a mini theater running shows every 15 minutes.

Helping sick kids experience joy is priceless.

Kogenate FS is used to treat and control bleeding in patients with hemophilia A — a mostly inherited disease that impairs the body's ability to make blood clots. 

It is heartbreaking to see young children affected by this disease unable to participate in their favorite sports due to the real danger of severe, uncontrolled bleeding.

To give them the thrill of a soccer game in a safe environment, an interactive projection game was developed. Seeing these young patients play a match with the makers of this life-saving medication was a moving experience.