AN AWARD-WINNING WEBSITE
The client’s site was bereft of personality, with little information on each page. With the upcoming launch of a new treatments for rare bleeding disorders, we were tasked with prepping the market.
Bleedingdisorders.com was reimagined to become more than a website: now it's a welcoming experience where people living with bleeding disorders can find meaningful information and community. With its new dynamic look and feel, people are invited to create their own homepage and curate content based on what matters to them.
The site rework was accompanied by a Reddit campaign because Reddit groups were where we found most potential patients , in commmunity, supporting one another and sharing information.
“A BLACK MAN’S MIND IN A WHITE GIRL’S BODY”
That’s how the (male, back) Executive Creative Director described me. I can get into the mindset of any audience and execute effectively on the insights.
In this case, I was brought on to write a wide-ranging set of components (including website, online ads, social media, and print) for a campaign designed to motivate black men to go see their doctor and get tested for multiple myeloma. Audiences included black men themselves, nurses who might be their first point of contact, and female family members who customarily care for them.
THE SUPER-BOWL
In 2007, before it was de rigeur, I conceived of a marketing campaign that included TV, an online interactive digital component, and print, working in concert.
This Super Bowl ad kicked off a three-year partnership between King Pharmaceuticals and the American Heart Association. It was featured in several leading publications for its various innovations.
The 60-second Super Bowl spot aired during the second quarter, shortly before halftime. A 30-second version of the ad aired during the post-game show. Visitors to the King pharmaceuticals website were also able to electronically forward the ad to others with just a few clicks.
Heart attack rates increase during the Super Bowl, but we didn’t want to scare people during one of the entertainment high spots of the year, so the message—uncontrolled high blood pressure kills—was executed in a cartoonish, humorous way.
Heart Man goes about his everyday business and is ambushed by high blood pressure and accomplices: high cholesterol, overweight, and diabetes. When the villainous risk factors are done with Heart Man he is left with a clear understanding of the threat they pose, while the audience is asked, Is your heart at risk of an attack?
Viewers were then called to action to find out what their personal risk of a heart attack or stroke was, by going online to www.BeatYourRisk.com (a web site to be launched two days before the Super Bowl) and taking a short online quiz and being then motivated to share it with their doctor and take appropriate action to reduce their risks—including consideration of King Pharmaceuticals’ drug, Altace.
The three-year sponsorship involved a variety of joint national and local initiatives designed to send people to the sponsored high blood pressure area of www.americanheart.org to increase their awareness of the impact that high blood pressure and other risk factors have on their overall risk of serious cardiovascular disease.
SHORT STORIES
My suite of short stories are featured in Marco Polo literary magazine.
INTERNATIONAL BEST SELLERS
Both of my books reached Amazon best-seller status on opening weekend.
I developed my personal brand identity and marketing campaign and designed the book covers with the help of an art-director friend.
PROMO VIDEO
I put this video advertisement together from Facebook live video recordings and a soundtrack made with the help of AI.
ONLINE COURSE
I am in the process of creating an online tarot-reading course for beginners, which I’ll market and sell.
I am writing the curriculum and making video content as part of each lesson. I made several AI avatars of myself so improvements will be more efficient and appear seamless. I am also using AI to create some of the visuals.
NEW BUSINESS WIN
When two-thirds of the business walked out the door of the ad agency overnight, I was one of a skeleton crew retained in order to win new business. I came up with a fun and engaging way to showcase our talents as an agency.
I wrote and voiced this short film and we emailed it to prospects as well as housing it on a microsite showcasing our capabilities. . We followed up with direct mail.
Yes, we were offered the opportunity to send a team to play marketing-war games and subsequently, we were awarded a huge piece of business that kept the doors open.
LEGAL AND CREATIVE COMBINED
Leaning on my legal training, I researched and ghost-wrote key components of a multi-channel campaign to repeal the crude-oil export ban.
SALES TRAINING SUCCESS
Here is an example of one of a huge number of sales-training materials I have authored. A tablet-based reference guide (top) was rolled out at the annual sales meeting, along with live, three-dimensional, gamified training (bottom).
AD CAMPAIGN CONCEPTS
Some won new business, some launched global campaigns, some were the beginning of further exploration.
“THE FENCER”
Two fencing techniques—stage fighting (right) representing the virus, and the more refined and precise Olympic style (left) representing the new medicine, were shown in combat.
A SERIOUS CONDITION CALLED FOR A CUTE CAMPAIGN
Phenylketonuria (PKU) is a rare metabolic disorder in which the body cannot properly break down the amino acid phenylalanine. PKU GOLIKE is a food substitute that allows patients a sense of normalcy, so we made the campaign bright, casual, and conversational, emphasizing social interactions. We gave the voice of the campaign to the patients. Rather than lecturing to them through the ads, we showed them talking to fellow patients about their own experience discovering the benefits of the product.
ADDITIONAL COLLATERAL
I’ve conceived of many patient support program elements: names, components, and content. Sometimes for a patient being released from the hospital at the end of a phase of treatment, sometimes for day 1 of a new therapy. No matter what, consistency yet vibrancy and usefulness is at the forefront.
