This work wasn’t sexy, but it was supermassive. 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” campaigns to concepting and producing three parallel launch campaigns (with different 9 different lead characters, and all their TV/OLV, social, and site content). The supershoot had a $3.3MM pricetag. We spent weeks scouting and shooting across Spain. The work found its audience, netting BIMZELX approximately 35,000 patients since launch and $970M in sales. To my surprise, we 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
Production: Tamal Mannan, Maggie Toole, Twentyfour Seven
GCDs: Tracy Brosnan, Dave Hubbert
CCO: Dave Leonardi
Director: Max Fisher
Editor: Exile NYC