Dove Self Esteem Fund
In well over a decade of experience working with Dove, I have overseen numerous successful campaigns.
On this project, I oversaw the creative and production, including identifying the key insight that every child wants to change at least one thing about themselves.
The big idea, Change One Thing, resonated with audiences and inspired millions of kids and their parents.
DC Melanoma Fund
I helped the David Cornfield Melanoma Fund inspire young people to make a melanoma self-check part of their regular routine.
Dear 16-Year-Old Me featured melanoma survivors sharing the lessons they learnt the hard way with their younger selves.
Despite zero paid-for media support, the film passed 1 million YouTube views in its first week.
Dove Hair
A simple search term that kept reappearing on Google inspired Dove to challenge my team.
After careful research, we found the origin of the hair used in a competitor's advertising and spoke to people at the source.
The creative idea is simple, powerful and authentic.
Sanofi
When Sanofi Genzyme needed to expose the wait-and-see approach to MS, my team identified a new influencer in the MS community: the Fearless Interferers.
This audience enabled a strong campaign in an uncluttered space and inspired patients to reach out to Sanofi Genzyme's therapies.
Additional Film
Additional Film
Additional Film