The strategy was research-first: an insight-discovery phase surfaced the specific misconceptions driving poor care, and everything downstream targeted those root causes rather than symptoms. Because entrenched beliefs don’t yield to brand messaging, credibility had to come from peers — we recruited rare sickle cell disease (SCD) specialists, emergency medicine opinion leaders, and patient advocacy voices, and built the “SCDTruths” video series and educational platform around them.

My role was both directive and hands-on: I concepted and led the integrated campaign, co-art directed and co-designed the platform, print advertisements, point-of-care materials, and congress exhibit, and led a cross-functional team of copy, medical direction, medical writing, and visual design. When Pfizer restructured mid-project, I built the ROI and strategic-value presentations that kept the program funded.