360 Campaign
Body of Proof
Challenge: Create themed TV spots for a campaign targeting people living with psoriatic arthritis—showing patients not just managing their condition but expressing their individuality and living fully.
Insight: Chronic conditions can make you feel invisible or defined by your disease. The best campaigns remind people they're more than their diagnosis—they're individuals with passions, personalities, and stories worth telling
Solution: We leveraged insights from real people on social media as inspiration for developing authentic vignettes. The resulting cinematic spots felt fresh and stood out in the pharmaceutical category.
Role: Won the internal creative competition to develop this campaign direction. Created storyboards for four spots total and supervised art direction on two shoots in Toronto. Led post-production including edit, color correction, sound design, and graphics. Extended the campaign by designing banners, a wallboard, an Elle magazine ad, and a UGC website page featuring real patient submissions.
Results: After campaign launch, the brand surpassed its competitors to become the #1 prescribed biologic for PsA. The TV spots achieved Millward Brown Awareness Index scores of 10—especially notable in an industry where most brands score under 3.
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