At the top, a new site for Omax 3 from Prevention Pharma, the purest Omega 3 fish oil supplement on the market. The site launched in August 2017 and was the centerpiece of a floor-to-ceiling rebrand (directed by the amazing Kristin Chadwick). I was hired to write the copy, and site design and construction came by way of the Frank Collective.
Next, CryoClear – a new cryosurgical treatment for benign and pre-cancerous pigmented lesions on exposed skin. I helped brand and position the product, and wrote all the sales messaging. (Mostly directed at cosmetic surgeons, as Cryoclear represents the next new big thing in the cosmetic surgery space.) A mini case study is available here.
Next, a parallax website I wrote and developed for a small strategic specialist: i.e. Strategy (IES) – a think tank comprised of highly-respected pharma vets. IES wanted their site to telegraph way smart + way different + very approachable, which is why I recommended the New Yorker magazine / Rolling Stone layout approach and included the company’s two little dogs. Click here to go to the site, or click the play button on the thumbnail for a quick tour.
The pee-cup-in-a-box was the centerpiece of a direct mail campaign for Orasure Technologies, who wanted something fun for their new product and technology, “Intercept.” Intercept is more or less a fancy q-tip you stick under your tongue. Seconds later, if Intercept detects any illegal drugs, you’re busted. And that made for a much less-messy way for companies to conduct employee drug testing. My concept: what to do with all these now unless plastic pee cups on the shelves? To answer, I came up with 100 ideas, put one of them in the box (a guppy bowl) and then challenged prospects to come up with the 101st. The box was sent to HR execs in Fortune 500 companies (in the US only at first) and Orasure won over the nation's second biggest big-box retailer in the campaign’s first round. Mini case study here.
At the bottom: StartSmart. One of Orasure’s founders and visionaries happens to be an exemplary citizen, and he immediately saw an alternative (and altruistic) use for Intercept. The idea: give Intercept to teenagers, free, and let them test themselves and their friends for alcohol levels. The thinking: teens will then help each other and make smarter decisions. (Research proved this to be true.)
My campaign represented the first test market in Erie PA, which we blanketed with posters. Our Erie media advisors recommended Erie’s two main movie theaters as the ideal places to talk to teens, without parents around, so I created the low-budget ad trailer you see here. (Which I personally scored as well.) Fun project. And the only thing I've ever done that resulted in actual fan mail. Mini case study here.
I am currently doing some work for Merck, though mostly brand videos (all internal, updates and year-in-review type stuff.)