Pfizer: “Living Proof”
Role: Creative Lead / Director & Editor
Agency Partner: Hill & Knowlton
Recognition: Webby Honoree - Best Unscripted Branded Content
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 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
Watch the individual patient stories
Explore the three character films that brought Pfizer's "Science Will Win" to life. Each person is a self-advocate who transforms their experience into fuel for change, inspiring others to make a difference. These stories represent countless patients who are living proof that science can transform lives through deeper understanding and breakthrough innovation.