This was a new-business pitch for a potential obesity treatment: a bold, human-first campaign designed to speak to both healthcare professionals and the patients behind every prescription.

We wanted to capture the feeling of triumph, that moment when people who had almost given up finally feel hope again. The idea centered on the emotional power of reclaiming your life after years of struggle.

I helped develop the core concept, crafted the visual direction, and led the creation of activation ideas and AI-driven animated videos to bring our vision to life. Though we didn’t win the business, our concept became the lead idea going into the pitch and was recognized internally for its heart and scale.

Because for me, every great campaign starts with empathy — and a spark of something real.