THORIUM DIGITAL: ZIOPHARM ONCOLOGY
Challenge: The client wanted to redesign the bio-tech site with a more contemporary and hi-tech look resembling the feel of leading technology websites. I was instructed to use the same content as the prior website but with different imagery. One comp needed to have a white background and the other a colored background.
Solution: On the home page I replaced the grid of photos with a slideshow. I used patient images that did not resemble the ones used on typical pharmaceutical drug sites. For one of my comps, used a photo of a glass DNA strand instead of one that depicted a scientific look and a circular icon that represented the DNA cells. One comp had a white background and the other used shades of green and yellow. The last comp was a combination of the first two. These designs are clean and user friendly. The upper left comp was selected.
THE COSMETIC INSTITUTE OF CHICAGO
Challenge: Every face and body tells a story, from your lifestyle to your genetics, your environment to your age. Luckily, today it’s possible to rewrite that story. Whether your concerns are sun damaged skin or wrinkles, unwanted fat or sagging, we offer a lasting solution. The experts at Chicago Cosmetic Institute help you write a brand new chapter in your life.
Solution: The concepts of this ad campaign tells the stories of patients before and after their surgery.
HOFSTRA WEIGHT LOSS CENTER
Challenge: Due to the stress of the academic environment, students are prone to fad diets. The Hofstra Weight Loss Center works with students to plan their diet and nutritional needs.
Solution: An ad campaign promotes that the Hofstra Weight Loss center helps students to eat properly while staying healthy. This program also offers additional counseling for students who are prone to eating disorders such as anorexia nervosa and bulimia.
RECYCLAHOLICS
Challenge: We’re on a mission. Recyclaholics is here to help your business become socially responsible in a profitable, environmentally sound way. Every time you purchase our biodegradable products or use our zero-waste consulting services you support: -Reducing waste -Educating the public -Protecting the planet We believe it’s essential to close the loop and create cradle-to-cradle, cyclical systems in which there is no such thing as waste. That’s why we created Recyclaholics. Given the challenges facing our people and planet, we feel a real passion and urgency in moving forward as quickly as possible. As a business, we seek to be part of the solution, a sustainable solution.
SOLUTION: Assisted SMC Consulting with Marketing and Design of print, tv and social media projects for Recylaholics. Supported Electrix Video Services with production of Recylaholics TV show at MNN Cable. https://vimeo.com/230838114
AGENCY: RX /CDM Group Client:
Novartis Pharm Afinitor
Challenge: Afinitor is a drug for women with advanced breast cancer. Afinitor is a prescription medicine used to treat advanced hormone receptor positive, HER2 negative breast cancer, along with the medicine exemestane in postmenopausal women who have already received other medicines for their cancer. The client asked us to develop a game for the cancer patients, who are prescribed Afinitor, to learn more about this drug, including the dosage and side effects of the drug.
Solution: The concept of healing cancer by playing games. The design mimicked the marketing and creative strategies of a video game. Due to the graphics the game is fun to play. The cancer patient’s survival rate will increase by the number of times she plays and wins. The UX/AI makes it easy for the user to navigate.
BAYER HEALTH CARE: Unit 7
Challenge: Diabetics don’t test their blood sugar enough if they are not comfortable with their device that tests the level of their sugar. For 60 years, Bayer has been helping diabetics. The Neo Blood Glucose Monitoring system is easier to use and more accurate than other monitoring systems. Ads were created to encourage people with diabetes to test their blood sugar more often.
Solution: The first ad of the campaign portrays a man with diabetes who is able to live a normal lifestyle using the Neo Blood Glucose Monitoring System. The second ad displays visuals of the device so that it is easy to carry and simple to use. The last ad, has a visual of a wallet of a family photo to emphasize that the Neo Blood Glucose Monitoring system will not have a negative effect on family relations.
DAYTRANA: Unit 7
Challenge: Daytrana is the first patch used to treat children with ADHD. The website needed to easily convey to a parent the side effects, treatment and the way the drug easily adapts to a child’s lifestyle. The visual aesthetics and content of the site should make a parent comfortable navigating.
Solution: Due to the soothing color palette, relevant content, photographs of happy children and simple, innovative and eye-catching infographics with human anatomy, parents were not alarmed by this website. And, the design of the website navigation had a huge impact on the increase in sales of this drug.
LIPITOR Unit 7 Omnicom
Challenge: Ongoing communications are often handled like political campaigns whereby the internet is the fastest way to get the information out, but everyone has to speak the same language to be on point in all media. One notable recent example in the Generic Defense. A generic version of Zocor, a Lipitor competitor, became available and there is a great deal of pressure from insurance companies to switch to it because is costs less. This has created confusion among consumers who mistakenly believe that they are getting a generic to Lipitor.
Solution: When people have high cholesterol, they are reluctant to start taking medication.In fact, it takes nearly 20 months after they are first diagnosed before a prescriptionis written. In an effort to shorten time, a “public service” unbranded campaign was created that focused on how millions were at risk, and may not know it. The drive to the website and toll free number was fueled by serving up the information as valuable, life saving and critical to protecting yourself and your family.
PFIZER: Unit 7, NYC Creative Associates
Challenge: The client wanted to proactively prevent people from having a stroke and heart attack by making them more aware of the symptoms of these diseases.
Solution: Stroke ad: The ‘public service’ style ad portrays a story f the interaction between two older women at the hair salon. The ad’s purpose is to instruct readers to learn more about the potential warning signs of a stroke and motivate them to call an 800 toll-free hotline promoted by Pfizer. Heart attack ad: The ad portrays an image of the place and time most people have heart attacks. We wanted the viewer to contact our client about research that most heart attacks occur on a Monday after a weekend of drinking. In addition, we wanted people to discover what warning symptoms may signify a heart.
MEMORIAL SLOAN KETTERING: Ad Council/Pro Bono, NYC Creative Associates
Challenge: To encourage smokers to quit smoking, and seek help in doing so. Solution: Instead of focusing on how smoking negatively affects your health, our ads inform t Pfizer: Celebrex, Unit 7 Collaborated with the Creative and Production teams about the development of engaging materials. Created existing designs based on existing templates directed by Creative Director. Duties included the creation of mechanicals and pre-press production. Demonstrated proficiency in Adobe software.