This work wasn’t sexy, but it was massive. My team and I had a year to launch BIMZELX®, an outta-the-future biologic for psoriasis and psoriatic arthritis. And nr-axSpA. And ankylosing spondylitis. And hidradenitis suppurativa. I had to get comfortable with Greek, fast. I played creative lead for three of the treatment’s five indications. From “NOW APPROVED” to concepting and producing three parallel launch campaigns (with 9 different leads, and all their TV/OLV, social, and site content). The supershoot had a $3.3MM pricetag. We spent weeks scouting and shooting across Spain, then months assembling all the parts into this monster brand campaign. The work ultimately found its audience, netting BIMZELX ~35,000 patients since launch and $970M in sales. To my surprise (and legal's), I even sold our claims-ish tagline, “GET YOURSELF BACK."
Launch TV/OLV
Campaign Sites: Now Approved, PsA, nr-axSpA, and AS
Havas Tonic
Copy: Max Frankel
Design: Liz Sadkowski, Aly Lopez, Hailey Seiferheld, JC Ferrer
Account: Suzanne Winkleman, Matt Drobner, Magan Felitto
Production: Tamal Mannan, Maggie Toole
GCDs: Tracy Brosnan, Dave Hubbert
CCO: Dave Leonardi
Director: Max Fisher
Edit: Exile NYC