The Challenge

With public trust in science wavering, Pfizer needed to evolve their impactful "Science Will Win" campaign to be more patient-focused and relatable. While The Grey Agency had developed the initial 30-second spot, Pfizer was now partnering with Hill & Knowlton for a comprehensive 360 marketing campaign. They required a seasoned creative to deliver high-quality digital content that would seamlessly integrate with the broader advertising, grounding the scientific message in authentic human experiences.

My Creative Direction

Partnering with Hill & Knowlton as a key creative lead, I worked closely with the agency's CD to enhance the vision for Pfizer's "patient stories" concept, a critical, uncharted territory for Pfizer. I then directed and edited three compelling brand films, along with supplementary social media content and photography. 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.