client:
Eli Lilly
service:
Creative concept development and art direction
industry:
Health care
Olumiant is a JAK-STAT inhibitor drug for use in patients suffering from Rheumatoid Arthritis (RA).
In the role of ACD on the brand from pre-launch, I was able to help build the drive creative direction for the brand, and help lead conceptual direction across all media types.
The Work
Olumiant is another brand I helped to launch, working with the team to create the look and feel for the brand, which we based on light and energy.
The brand book was the first big project that I lead the development of for the brand.
See full booklet
Branding
Concept & Development
For the launch campaign, in order to work along with the brand identity, we focused on light and movement.
Below are some of the initial concept ideas which my partner and I came up with.
The final concept was a culmination of that work, meant to illustrate the freedom a patient could gain from their RA.
A brochure illustrating the incorporation of the branding and the campaign.
Tools: Photoshop, Indesign
Campaign: Reach Beyond The Standard
Corporate sales video highlighting key brand components, including visuals, for sales reps.
Tactics
One of the tactics my partner and I came up with was a "choose-your-own-adventure" type series of informative videos to help patients dealing with RA.
The video series maps out everyday decisions that people dealing with RA have to make; do they try to overcome the pain themselves, or ask for help form a loved one, for instance.
The series had a total of 4 circumstances, with a lead-in video and 2 option videos for each.
Campaign:
Real Pain of RA
TV
We worked on concepts and production of a couple of the DTC T.V. campaign. These spots focus on the life of an RA patient through their own eyes, and how RA impacts them.
Supporting Tactics
Along with the T.V. spot, I also helped to produce printed and online advertising.
This illustrative series of videos was produced for HCP's to highlight issues their patients might be having with their current treatments, and how Olumiant could be beneficial for them.
LOYALTY VIGNETTES
Pitch:
Fill In The Blank
This is the pitch idea my partner and I created for the Atopic Dermatitis label awarded to Olumiant. The idea, use of a fill-in-the-blank text box, establishes a framework for patients to speak about their personal struggles AD and their individual needs for help.
