Sickle cell disease impacts over 100,000 people in the US—nearly all of whom are Black/African American. Sickle Cell patients face a harrowing set of challenges: shortened lifespan, excruciating pain crises, overwhelming fatigue, organ damage, bone loss, and to add insult to injury, long-standing systemic racism, healthcare disparities, and emergency room stigma. This population has not only been underrepresented in conversations about their care; they have been left out completely. From this, a Sickle Cell Warrior movement has arisen, demanding change.
Agios Pharmaceuticals came to FCB Health needing to raise awareness about their clinical trial for a promising new sickle cell therapy. To successfully enroll enough participants, Agios needed to build trust amongst the rightfully skeptical Sickle Cell Warrior community. But how do you engage a community that has been pushed to the side for far too long? With RISE UP—a campaign built by and for Sickle Cell Warriors.
I ensured the RISE UP website (riseupstudy.com) led with genuine, human language—to connect with potential participants and assure them the information provided was reliable and real.
On first publication in 2022, this video achieved 3 MILLION+ views on YouTube. I developed this script after meeting the Warriors and getting inspired by their determination to build a better future for their community. My creative partner and I paired each line with the perfect shot from BTS footage captured at the campaign photo shoot. I selected the backing track and contributed to editing, color, and sound. Warriors Golie and Dominique provided the stellar V/O.
RISE UP acknowledged the skepticism of the Warrior community—and worked to gain people’s trust with myth-busting content like this on the site and on social.
Billboards and transit posters were placed near recruiting sickle cell clinics in Los Angeles and Houston. I provided the succinct and motivational messages to learn more about RISE UP.
Tristian is the youngest RISE UP Warrior. I worked with the copy to highlight the spirit and resilience of all teens who fight this formidable illness.
This video, which I helped concept, write, art direct, and edit is Curology’s best performing FB/IG anti-aging ad to date. It cut CPM and CVR in half.
I developed the gloved hands, steam, and avocado scene to explain Amy’s frustration with other anti-aging treatments. In an opening sequence test, this scene was found to be the best “thumb stopper” of all opening scenes tested.
Before 2019, Curology was focused on the teen and younger adult acne market. However, their custom formulas, that combine 3 clinically proven active ingredients in 1 nightly cream, are also extremely effective in treating the signs of aging. Until this ad was cut, Curology relied entirely on a handful of sponsored influencer videos, which cost an order of magnitude greater for CPM and conversion on social platforms.
Silicon Valley biotech Dermira came to W2O in need of an image upgrade. Their logo was outdated and they had no identity or creative campaign to speak of.
In our pitch, we came back with the idea of "Dermira is Looking Deeper." When we won the business, we were asked to enliven that message. With designer Ben Neill, we developed the three-part campaign of "Skin science, re-envisioned, re-imagined, and re-examined" in which the circular Dermira Degree highlights each point of contemplation.
In later work, "Realize the possibilities within" was added as a final refrain. This extension first appeared on 72 street banners in San Diego for the 2018 American Academy of Dermatology meeting, the largest professional dermatology conference in the world.
Boston biotech RaNA Therapeutics came to W2O needing a rebrand that reflected their innovative scientific approach and exciting pipeline potential.
The company’s focus, making medicine through RNA science, was brought to life through this award-winning rebranding exercise. (See: Award of Excellence from The Rx Club)
Designer Trevor Dawson, myself, and creative director Jen Ormerod developed a process in which we paired the new company name with subconscious associations to provide a framework for a bounty of visual outcomes. After three rounds, the final visual brand identity was chosen. The method has since been used at W2O to help launch other brands.
Afterward, we turned our attention to the re-launch of the Translate Bio (translate.bio) website, for which I contributed top-level headlines and science writing.
After doing such great work with their corporate brand, Dermira asked W2O to participate in a multi-tiered pitch: This was to develop a disease state awareness campaign for hyperhidrosis (excessive sweat) and a branded campaign for a new medicated wipe launching soon that combats the disease.
With my art partner, we developed the #SeetheHype and #WipeoutHyperhidrosis campaign platforms that spoke to both sufferers and their doctors.
We won the pitch and have since engaged with the company on the disease awareness campaign.
At launch, Provenge was the first and only immunotherapy for prostate cancer. This customized treatment trains the patient's T-cells to detect and destroy tumor cells. While Provenge extends life, and offers a uniquely tolerable side effect profile, the therapy struggled to gain uptake.
My art partner and I were challenged to relaunch the brand. After extensive interviews, we found Provenge helps men feel empowered. After testing and refinement of 3 concepts, our "Fighting prostate cancer is my personal battle” went into production (seen at top).
Amitiza is the first brand campaign that I touched extensively. As Senior Copywriter I developed the delightfully musical headline "Find a rhythm for relief".
I worked with a dedicated team at Saatchi & Saatchi Health for over two years on Amitiza, helping to craft a well-received MOA story as well as Digestive Disease Week convention materials in Washington DC.
