Creative Lead (ACD, Copy)
Prelaunch
Established the foundations of the brand in anticipation of launch.
“Hello, My Name is JAK” -- Unbranded campaign introducing JAK inhibitors for RA (digital, conventions)
“Museo del Centro” – Themed live meeting which introduced the target patient persona to the larger brand team via experiential art “happenings”.
“RA Patient Journey” – Key to understanding the patient’s path from denial of disease to acceptance of biologic treatment.
HCP Global Campaign
INSIGHT: Olumiant represents a seismic shift in RA treatment on par with the introduction of the first biologics over 20 years ago. In head-to-head trials, it outperformed the current standards of care – Humira and methotrexate.
LAUNCH CAMPAIGN: “Reach Beyond the Standard”