Concepts

DAWNZERA is a treatment for hereditary angioedema (HAE), which causes sudden and severe episodes of swelling. The prospect of an attack hanging over them left its sufferers stressed and anxious.

To the left, we represent DAWNZERA as "The Dude," inspired by The Big Lebowski. Who better to represent the newfound level of chill that treatment brought to these patients?

Not knowing when your hands will randomly balloon in size is a helpless feeling. Treatment with DAWNZERA empowers these patients to feel strong and confident in their every day, which, after years of suffering feels like a superpower.

When you can put your chronic disease symptoms behind you after a lifetime of them holding you back, it can finally be your time. Inspired by Chinese Zodiac imagery, "The Year of Beth" celebrates the patients' newfound freedom to focus on what they want from life.

If you're someone who reads an ingredient label before buying a snack, why not look at your medications the same way?

This unbranded campaign concept was for Tirosint, a competitor to Synthroid, which differentiates itself as the cleaner treatment option with fewer inactive ingredients that may cause allergic reactions.

Strattice is a biological matrix (derived from porcine skin) for hernia repair. Being made in part from natural material allows the body to recognize it, so it can integrate and is less likely to fail in the future.

The intelligence of Strattice is represented here by an octopus, whose survival also lies in its ability to blend into its environment.

Multiple hernia recurrences due to failed meshes can sometimes require open surgery to repair them.

This market priming campaign uses a raw image of the scar these patients may incur to represent the need for a repair that stands the test of time.