client:
Eli Lilly
service:
Creative concept development and art direction
industry:
Health care and insurance
Trulicity is a diabetes drug produced by Eli Lilly and is a market leader in the treatment for Type 2 diabetics.
As Associate Creative Director on the brand, my role was to concept and develop DTC campaigns for broadcast and web.
The Work
T.V.
This is one of the pool outs for the “Empowered from within” campaign. These spots aim to hit at Trulicity’s key market differentiator, that Trulicity helps your body produce what it already has.
Campaign:
Empowered from Within
We produced this online video as part of a project code-named Voltron. It was designed to simplify and help users of Trulicity gain a better understanding of their diabetes.
Project: Voltron
Online Video
Icon Set
Project Voltron began with the creation of a robust set of icons. My partner and I came up with this series based on information provided by the client regarding what patients felt was the most vital information they struggled with.
Tools: Illustrator, Indesign
Pitch:
Diabetes Reimagined
My partner and I were assigned with creating a series of patient stories. These stories needed to be “different, more complex, and my aspiring than your standard patient story.”
Concept & Development
We concepted out several stories, each one having an interesting story about life and how that story has helped the patient manage their lives and treatment, more effectively.
The project was a “jump ball” pitched by several agencies. We won the pitch, showcasing our “Adopt & Rescue” story, a true-life story about a man rescuing a dog, but in actuality, the dog helped to rescue him.
We put together this mock video as the proof-of-concept to sell the client on our animated, short stories executions style. This was a big shift from the client's more traditional approach for patient stories.
Using an existing animation one of our co-workers had helped produce, I stripped out the v/o, cut, and rotoscoped parts of the video. We then added in the new v/o and music... the client loved the concept and was ready to buy off on the execution as is.
Tools: After Effects
Video
We rounded out the pitch with an adopt-a-pet partnership idea... nothing better than helping a pet who needs a home!
Tools: Photoshop
Activation
And some social media posts and web advertising to help build awareness.
