CONCEPTUAL THINKING (AKA THE BIG IDEAS)
MARK YOUR CALENDARS
Our brand ask: Help people understand that life with cystic fibrosis can also come with some security. You don’t always need to cancel plans because of your condition.
Our idea: People with CF don’t have to live each day in fear. They can have stability in their lives.
KEEPING FAMILIES TOGETHER
Our brand ask: build brand trust by showcasing that we share the same mission of staying around as long as possible.
Our idea: Even with a debilitating condition like PSP, you can still stay a part of the picture.
RE-DISCOVER YOURSELF
Our brand ask: offer patients relief that they can rediscover their identities with this new medication. This range of concepts explores different insights to speak to this demographic: a community that feels like they’re “living in a horror movie,” who wants to feel strong again, and want to live “normal” lives.
Our ideas: There’s several to showcase my range of thinking on this ITP (blood disorder) pitch.
People with ITP fear everyday objects, constantly living in a horror movie. Now they don’t have to.
People with ITP are stronger than their condition and can fight it.
People with ITP should flaunt things about themselves they love, not let their ITP flaunt.
BUDWEISER: THE COOL BEER
No longer your dad’s beer. It’s _____’s beer, now.
Our brand ask: Budweiser is tired of being seen as a heavy “dad beer.” So, they’ve set out to attract a younger audience.
Our approach:
Millennials love nostalgia, so designed ads to look like 1950s illustrations, and even tied in the old logo. But this time around, we’re featuring a more diverse range of talent who consumers may see at major events—like football and drag shows.
Please note: This is a spec ad.
ITCH, PLEASE
Life’s not such a bitch when you’re less itchy.
Our brand ask: empower a new generation of eczema patients to reclaim their time from their condition. This brand speaks to a younger audience with bright colors and vibrant language to match.
LET KIDS BE KIDS AGAIN
Our brand ask: Create urgency for parents to know the signs of CPP and start treatment quickly.
Our idea: CPP is a condition that causes early onset puberty in children as young as 3 years-old, but that doesn’t mean they have to grow up.
WHEN PROSTATE CANCER ATTACKS, EMPOWER MEN TO FIGHT BACK
Our brand ask: Show men that there’s a simple way to fight back with Product X. Our concepts show men’s strength in visually unique ways. One of the executions even plays off of cultural influences that inspired our demographic when they were younger.
Our idea: Prostate cancer is the second-leading cause of cancer deaths for men in the U.S. So, let’s show how men can fight back. Literally.
Showcase the internal fight
Tap into a cultural icon who Gen X man look up to
Showcase strength in an exaggerated way
COPY CHALLENGE
So, these aren’t concepts, per se. But check out some fun copy exercises I do in my spare time. Why do I do these? Well, for fun mostly—but also to prove that working in healthcare doesn’t make you any less creative.
PROVIDE TEA TIME WITH FELINES TO WANNABE CAT OWNERS
Finally, a place for cat lovers to hang out.
Idea: No matter what stands in your way of adopting a cat, nothing can stop you from sitting with one (or 100) at a local café.
