Menarini Stemline unbranded “ESR1 awareness” DTC campaign
As a Creative Director overseeing talented teams of 10 art directors, I led the comprehensive brand development and campaign execution across HCP and DTC channels. I took ownership of building this brand from the ground up—establishing our foundational visual identity through strategic color palette and logo design, then scaling that vision across a diverse portfolio of campaigns.
Our integrated campaign portfolio included global unbranded market-shaping initiatives, global and US HCP launch campaigns, and a multi-channel DTC strategy spanning day-1 branded launch, unbranded awareness campaigns including Connected TV, and digital branded activations. What energized both me and my team most was discovering the powerful synergies between HCP and DTC audiences—allowing us to maintain brand consistency while tailoring complex medical science for distinct stakeholder needs.
I'm passionate about translating sophisticated clinical concepts into compelling, accessible visual narratives that empower patients to make informed healthcare decisions. My core belief is that great pharmaceutical advertising isn't just about compliance—it's about genuine patient education and outcomes. That philosophy guides both my creative direction and how I mentor my team to think strategically about every design decision.
360 campaign
Also see CTV ads in “Documentary and CTV” section
ORSERDU branded “1 for me” DTC campaign
On this campaign, I challenged the creative team to reimagine what was achievable. Given that the "1" campaign asset was a dimensional object, I proposed extending that dimensional aesthetic to our custom iconography—a concept the team initially deemed unfeasible without external resources.
Rather than outsourcing, I saw an opportunity to develop our team's capabilities. I conducted hands-on training sessions teaching the art directors advanced 3D rendering techniques within Adobe Illustrator. This investment in our people paid off: one of our junior art directors took ownership of the exploration and ultimately created the winning design. The impact extended beyond a single asset—it elevated our team's technical skillset, demonstrated that creative breakthroughs often require challenging conventional thinking, and most importantly, gave a rising talent the confidence and visibility that comes from solving a complex creative problem. Witnessing their growth and pride in that achievement reminded me why mentorship and empowerment are central to effective creative leadership.
360 campaign
Watch Dr. O’Dea in this TED Talk style video for patients
ORSERDU branded “Green O”
HCP campaign
(US and global)
360 campaign
10 sec video for social
Award winning ASCO booth draw
Cinemagraph
SABCS convention HYPERVSN hologram