Over the years I have worked extensively on pharmaceutical clients including Novartis, Sanofi Aventis and GSK.
In the past years I have held the role as the Regional Creative Director for GSK Central Europe. In this role I have worked on global toolkits, winning pitches, simple and complex adaptations, demo creation, comprehensive POS, and introducing brands into new markets.
I believe pharma is an exciting category, with great potential for effective and creative solutions, and have won both international effectiveness and creative awards for pushing the boundaries on great pharma work. Awards from the last 2 years have included Cannes, Clio, Effies, Eurobest and more.
As the pharma work I have done is extensive, I thought I would make it more digestible in the form of a reel.
Vimeo Password: Pat
A few projects in depth:
Fenistsil 360 Global toolkit
The task here was to create a global toolkit with 3560 assets including TV, pre rolls, digital, print in store for Fenistil itch relief gel. Because of global nature of the project, we needed an insight that was universally relevant.
Insight: When you have itchy irritated skin, it’s all you can think about. The constant urge to scratch stops you from enjoying the moment and can literally start to drive you crazy.
Idea: Itchy skin driving you crazy? Get fast relief with Fenistil.
We created a series of toolkit assets showing our hero doing everything in her power to not think about scratching her itchy irritated skin. We also created a integrated more natural demo for the product to show how it works without getting too medical.
TVC:
PRE ROLLS
Page takeovers
We created an animated page takeover with hands laying on either side of a popular news site, one which has itchy irritated skin. The hand on the right would keep trying to resist the urge to move across the page and scratch the left hand, until it could no longer resist. But instead of moving across the page and scratching the hand, it picked up a pack of Fenistil instead. The ‘wipe effect’ as the pack went over the itchy had made the rash disappear and the hands went back to their place either side of the page looking relaxed.
Banners
Otrivin Digital activation
Insight: for allergy sufferers, beautiful spring weather isn’t something to get out and enjoy, but something to fear.
Idea: Forward with allergies- enjoy spring with Otrivin
We created a Otrivin sponsored tab on a popular Polish lifestyle platform which showed the most beautiful walking tracks around Poland. Each track could be explored in 360 planned in real life. Because with Otrivin spring is now a time to be enjoyed outdoors.
Rutinoscorbin
Rutoscobin is a trusted vitamin c product in Poland. Our long term work on this brand has won Effie awards and kept a long standing brand fresh and relevant in a changing market.
The campaigns main message plays off the brand name, which in Polish begins with a word that sounds similar to ‘routine’ with the messaging encouraging people to make it part of their routine to take vitamin c all year round, to stay active and avoid catching a cold. The communication uses the brands rainbow colours to re enforce branding, and depicts families enjoying the outdoors worry free.
