Confidential credit card client:
Stimulating post-pandemic spending
Project overview
Category & client
Financial services / confidential credit card assignment
Brand goal
Bring the luster back to a once innovative credit card that had lost its luster as competitors caught up.
Barrier to overcome
This credit card was designed for luxury and travel purchases - but the pandemic rendered many luxury purchases “pointless” and obliterated most leisure travel .
Our deliverable
A new story telling framework to use as we came out of the pandemic.
How we found the rogue planet (Insight / discovery):
For someone who loves travel (which is our audience), the most pleasurable part of a vacation is the planning phase; this phase operates in a different region of the brain and is an idealized state not weighed down by delays, disappointments or bad weather.
How we illuminated the rogue planet (strategy):
Show that my credit card statement is not a record of recent purchases, but a personal declaration about the kind of life I’m going to resume living.
Depression looks like me
Project overview
Brand goal
Help people from LGBTQ+ and African American communities to better understand Treatment Resistant Depression (TRD), and ultimately drive interest in Spravato, which treats TRD.
Barrier to overcome
Massive inequities in our healthcare system, deeply rooted cultural stigmas assigned to depression, and a lack of representation in pharmaceutical communications.
Our deliverable
An integrated digital campaign, both branded and unbranded.
Insight (Rogue planet)
I will see depression as personal weakness (and not a medical condition) until I see someone who looks like me going through the same thing.
Creative mission statement (Illuminating the rogue planet)
Make other people’s TRD stories feel like looking in the mirror.