Inclusivity and Diversity

To reach audiences worldwide, representing all types of experiences is a priority, not an afterthought. For me, that means showing rash imagery on dark skin on patient education materials, highlighting diverse talent/stories and using inclusive language.

Out-of-the-box creative work

Pharma advertising is highly regulated, but that’s no excuse for boring creative. I champion striking creative that pushes boundaries. How? By focusing on new ways that we can surprise people. All while knowing and adhering to the safety regulations of every country. For example, I modified an idea of an aging billboard to work for 3 markets with different regulations. I knew it was a really cool way to showcase the impact of meningitis so I made sure the idea wasn't lost.

Retail in-store storytelling

My approach to in-store ads at places like CVS and Walmart is to craft a story from one ad to the next, leading the customer through the store and bombarding their senses through audio and visual mediums. Every aspect flows together and nothing is placed randomly. The placement is reflected in the copywriting and relates to what the customer is doing in that part of the store and what they might be thinking.