AstraZeneca “search for what’s missing”
unbranded campaign
(Global HCP)
I led a focused creative team through the design and execution of a global unbranded HCP launch campaign addressing both resectable and metastatic lung cancer. This work pushed the technical boundaries of animated display advertising—we strategically optimized animation complexity within the constraints of HTML architecture, proving that technical limitations need not compromise creative ambition.
Our innovative "graphic novel" video series—centered on the critical role of multi-disciplinary team (MDT) collaboration in lung cancer diagnosis and treatment—resonated broadly within the medical community. The campaign earned significant industry recognition, including two Rx Club Awards and a Telly Award, validating both our creative approach and the clinical message we worked to communicate. Beyond accolades, this campaign demonstrated that smart creative direction could tackle complex medical concepts while maintaining visual sophistication, even within technical constraints—a philosophy that became central to how my team approached subsequent work.
360 campaign
Animated banner sample
Part 1 of a 3-part micro video series
TAGRISSO “precision unparalleled”
branded campaign
(Global and US, HCP)
Simultaneously managing the unbranded initiative, I directed the development of the TAGRISSO branded campaign—and honestly, this work represented exactly why I do what I do. Balancing two ambitious campaigns meant juggling creative visions, but it also fueled my team's energy because they felt the significance of what we were building together.
I challenged my team not just to execute, but to feel the story we were telling—to understand that behind every design choice was a patient, a physician, a moment of hope. I pushed them to think beyond convention because I genuinely believed we could do better. Every design element—from typography to imagery to information hierarchy—had to earn its place and carry emotional weight. Watching my team embrace that challenge and pour themselves into the work was deeply rewarding.
The campaign earned the PM 360 Pharma Choice Award, Aster Award, and Rx Club Award—and while these accolades were thrilling, what moved me most was seeing my team's faces when we learned we'd won. They knew they'd created something meaningful. These awards validated what I'd always believed: that pharmaceutical advertising, done with intention and heart, can bridge the gap between clinical and human connection. That's the work I'm passionate about, and it's the standard I hold myself and my team to every single day.
360 campaign
Turn on sound for emotional effect!
The situation
Non-small cell lung cancer (NSCLC) is a disease commonly driven by actionable mutations—genetic alterations that can cause cancer to grow and spread—and EGFR is the most common of these mutations. Targeted therapies, like TAGRISSO, are proven overwhelmingly effective in treating patients with EGFR mutations. TAGRISSO was launched in 2016 as a second-line therapy in metastatic NSCLC, and it has since sparked a revolution in the treatment of EGFRm NSCLC. In 2018, TAGRISSO was approved in first-line, where it quickly catapulted to become the standard of care. Less than 3 years later, TAGRISSO was approved as the only targeted therapy for patients with early stage resected EGFRm NSCLC. The unprecedented efficacy of TAGRISSO changed the treatment landscape for patients with EGFR mutations, and the brand is now poised to be solidified as the treatment of choice in EGFRm NSCLC, regardless of a patient’s stage of disease. To ensure every eligible patient gets the chance to benefit from TAGRISSO, it's essential for every oncologist and thoracic surgeon to understand the extraordinary potential of TAGRISSO.
The solution
Develop a new campaign to help customers understand the unique therapy that is TAGRISSO, the first therapy to truly deliver on the promise of EGFR TKIs, as a class across the EGFRm NSCLC disease continuum. The “Precision Unparalleled” campaign brings the idea of “precision that makes the unprecedented possible in EGFRm NSCLC” to life. The core visual of a tightrope walker crossing the chasm on their hands depicts a feat that requires incredible precision and strength—it’s a perfect representation for the achievement of TAGRISSO, which precisely targets the driver of EGFRm NSCLC and delivers unprecedented efficacy. The new campaign solidifies the TAGRISSO franchise: For a patient with an EGFR mutation, no matter the stage of disease, TAGRISSO is the treatment of choice.
The execution & results
The multichannel campaign was deployed globally in markets around the world. The roll-out included core sales materials for customer interactions, a website with social ads and banners as drivers, and convention materials.
Customer feedback conveys that the campaign perfectly epitomizes the hope and promise of TAGRISSO. To quote one oncologist: “…hands on a tightrope between two edges, [TAGRISSO] is achieving the impossible…”