ART DIRECTOR
Menopause Hormone Therapies by Pfizer
Did seeing that on my homepage make you uncomfortable? Good.
Did it make you want to know wtf that page could be about? Perfect.
Before we go into moist vaginas and the power of shock value let me set the stage for where this campaign came from...
Pfizer offers four different medications to treat menopause symptoms. Our challenge was to consolidate these four medications into a unified portfolio, demonstrating Pfizer’s diverse solutions for the many challenges women face during menopause. The goal was to create clarity and confidence for both women and HCPs, positioning Pfizer as a trusted partner through every stage of this journey.
We worked extensively on creative development for this project, aiming to break away from traditional pharma advertising with a modern message and visual style that resonated with today’s audience. While the final direction reverted to a more conventional approach, our favorite campaign remains here in my portfolio—a testament to the creative innovation we aimed to bring to this space.
Some work from where we landed...
Slam Poetry Manifesto turned OLV:
We’ll cut together a series of women speaking directly to camera, up close—almost uncomfortably so. The most uncomfortable words in the poem will appear as a jarring super over the film to lend emphasis.
“I wish my vagina was moist!”
If you don’t hear us say it, just know that we feel it.
We’re keeping it close cuz we don’t know they can heal it.
“These bones are so brittle, this mind feels like jelly.
And how did this extra stuff land on that belly?
Arm pits are soggy, pores are gushing.
I used to love sex, now I won’t let them touch me.
I don’t know who I am. I just want to come back.
Give me some answers. Replace what I lack.”
As menopause begins we prepare for the worst;
Society’s judgment for biology’s curse.
Treating our pain is not negotiable.
It’s time to step up and confront the uncomfortable.
END CARD/LOGO: Get real solutions with MHT from Pfizer.