Hi! I'm Anthony, a creative director with a diverse background ranging from pharmaceuticals to snowboards. I architect new brands and renovate existing ones, build powerful creative teams, tell captivating stories, and always remain imaginative and curious.
Check out the goods:
High style shouldn't be exclusive to fashion and product advertising. Doctors deserve attention-grabbing creative, especially when the message requires it.
Most doctors were unfamiliar with the latest research findings in pancreatic and prostate cancer. We needed to educate oncologists and urologists on the latest data and promote the testing of specific patient types.
The need for speed was top of mind–with the express goal to explain gene mutations and establish the urgency of testing. Complex research data was distilled into a campaign platform capable of spanning multiple cancer types. Fashion photographers and stylists were enlisted to explore visual directions not commonly seen in pharma ads.
Beauty with brains. Surreal and hard-hitting, the Hidden In Plain Sight campaign delivers bespoke clinical content doctors need to quickly identify eligible patients. The integrated campaign includes 3 category-specific sites paired with matching print and display ads deployed across several professional channels.
Atypical processes yield unique results.
Launch a new cancer product to a global audience by building a competitive brand presence to break through a crowded market.
Research uncovered a sea of sameness where doctors confused campaigns, and patients couldn't relate to the ads they saw.
We needed to break from conventional methods to establish a unique global foundation for the brand. Starting with personality workshops, multi-sensory experiences challenged teams to communicate attributes without the use of written or spoken language.
Designed for differentiation, a character-centric narrative was created to express the unique function of the product. Doctors across seven global regions clearly understood the owl metaphor.
An unbranded campaign was produced, introducing doctors to new diagnostic procedures. Development for a patient-focused campaign was being tested for US markets.
Sometimes you need to slide over and let the experts drive.
Introduce a unique contraceptive product to millennial women.
A woman-majority creative team was established and a candid women's forum set up. Three consistent points emerged from forum conversations to guide our decisions: discretion of subject, product size, and use.
Featuring a fashion-inspired editorial style and palette, this customer-focused experience addresses lifestyle considerations and product questions. Native advertising and targeted display were deployed, providing context for this unique contraceptive option.
At launch, this campaign helped double sales and continues to increase market growth.
Simplifying the complex subject of HIV.
Lack of sex education in the US contributes to an estimated 30,000 new cases of HIV infections a year. Our task was to develop a complete HIV education resource capable of reaching everyone.
Authenticity was critical to gain the trust of a diverse audience. We partnered with social workers, health clinics, and community activists to navigate cultural, clinical, and literacy factors.
A campaign of direct simplicity, Stop The Virus covers a broad range of HIV topics. A site houses videos and resources about prevention, testing, and treatment. Tactics including booth experiences, brochures, and display ads are deployed across ultra-targeted channels from community parades to the backs of playbills.
Rounding its fifth year in existence, the Stop The Virus campaign has won many awards and continues to educate audiences about HIV.
Merging high science and high drama to stop a hidden killer.
When asked to create a market-shaping campaign for an upcoming product, an issue arose: the audience had never heard of the disease it treats.
ATTR-CM is a virtually unknown and deadly heart disease. It's rareness is partly due to misdiagnosis–an insight that inspired a challenge.
We decided to unleash something bold on a bland clinical landscape. Channeling the curious and competitive nature of doctors, the team set out to provoke the audience to action.
Delivering data with drama, the Suspect/Detect campaign challenges cardiologists to understand and identify ATTR-CM. The campaign features a detailed clinical site, patient-profiling booth experience, and detective video series deployed across social platforms.
Adjusting emotion to improve connection.
Revising a successful brand within the parameters of an existing campaign the client already loved.
We injected fresh energy to represent the brand's expanding indications and promise.
For patients, that meant telling the brand story from the perspective of the caregiver. Broadcast, display ads, and social posts were deployed across Facebook and in examination rooms.
For professionals, we emphasized drug performance and new diagnostic methods. A series of print and digital tactics streamlining a new diagnostic process was launched to increase product uptake.
The launch of the revised campaign has helped achieve 118% market growth over the past year. Most importantly, it is engaging the doctors, caregivers, and patients that need it.
Sports is big business. When a brand hooks up with superstar athletes, proper representation becomes a balancing act.
Communication is key. Developing multiple ads featuring NFL and X-Games pros for Campbell's Soup required a unique blend of grit and brand. It was critical to work closely with the athletes and their reps to ensure authentic representation of athletes and product.
Timing matters. AAA brought former Eagles safety Brian Dawkins on, and booked less than 2 hours for soundbites, video, and stills.Creative planning, a little luck, and Brian's professionalism–he walked onto a 100º set wearing full pads and ready to rock–got us through the shoot. We nailed the shots and were out before anyone bonked.
Okay, this isn't a business-focused case study, but it's important to me. Growing up in the skate/punk community really gets under your skin. I can't shake it, and don't want to.
I like to give back to the culture and community that made me who I am– especially when its for a good cause like Boarding For Breast Cancer, or donating a hand-painted board to support the construction of a local skatepark.
I enjoy guiding clients out of their comfort zone and including them in the creative process. Sharing the experience yields a stronger product and strengthens our partnership.
Leadership doesn’t end with a successful project. What we do requires hard work, and we want to enjoy our time together. I like to add flavor to my environment: team expeditions, coffee klatches, sometimes an agency-wide rave. After all, happiness yields great results.
Looking for someone who can manage multiple teams, produce amazing creative–even in heavily regulated industries–and contribute to an awesome culture? Get in touch & let's chat:
