The Challenge

As public trust in science wavered, Pfizer needed to evolve its flagship “Science Will Win” platform into something more human, personal, and emotionally resonant—without losing scientific credibility.

My Contribution

Partnering closely with Hill & Knowlton’s Creative Director, I served as a a director and key creative lead helping to shape and elevate Pfizer’s first patient-focused storytelling approach. I directed and edited three premium brand films centered on real patient experiences, alongside a suite of social and photographic assets designed to integrate seamlessly with above-the-line advertising. My ability to conceptualize and execute premium digital assets, ensuring they aligned perfectly with the above-the-line advertising, was crucial in successfully humanizing Pfizer's message and engaging their global target audience.

Creative Approach

• Translate complex scientific narratives into human stories

• Align digital-first content with a global brand platform

Impact

• The work successfully humanized Pfizer’s messaging, strengthened emotional connection with global audiences, and became a foundational component of Pfizer’s broader 360 marketing campaign.

• Webby Honoree - Best Unscripted Branded Content