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colin dizengoff
                                 
06/
 07
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client:
Eli Lilly
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service:
Creative concept development and art direction
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industry:
Health care

Olumiant is a JAK-STAT inhibitor drug for patients suffering from Rheumatoid Arthritis (RA). 

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​In the role of ACD on the brand from pre-launch, I helped build and drive creative direction for the brand, and lead design concept and aesthetics across all media types.  

The Work

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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. 

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​The brand book was the first extensive project that I lead the development of for the brand.

Branding

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Concept & Development

For the launch campaign to work along with the brand identity, we focused on light and movement. 
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Below are a few of the initial concepts which my partner and I presented.

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​The final concept was a culmination of that work, meant to illustrate the freedom a patient could gain from their RA.   

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A brochure I designed highlighting the branding usage along with the launch campaign.

 

Tools: Photoshop, Indesign

Campaign: Reach Beyond The Standard 

The corporate sales video, highlighting key brand components including visuals, for sales reps.

Olumiant_Sales Video
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Tactics

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One tactic my partner and I came up with was a “choose-your-own-adventure” type series of informative videos to help patients dealing with RA.

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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 from a loved one, for instance.

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The series had 4 scenarios, with a lead-in video and 2 option videos for each.

Olumiant_The Choice is Yours
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Campaign:

Real Pain of RA

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TV

We worked on concepts through to production of two DTC TV campaign. These TV spots focus on the life of an RA patient through their own eyes, and how RA affects them. 

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Supporting Tactics

Along with the T.V. spots for the Real Pain campaign, I also worked on and produced printed and online advertising.

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We produced this illustrative series of videos for HCP’s. They highlight issues that their patients might have with their current treatments, and how Olumiant could be beneficial for them.

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LOYALTY VIGNETTES