ART DIRECTOR
Pfizer combined four menopause treatments into a single, unified portfolio to simplify decision-making, address evolving attitudes toward hormone therapy, and provide clearer, more comprehensive support for both women and healthcare providers.
​​
​​We developed a modern, non-traditional campaign for pharma. While the final direction shifted more conventional, this concept remains a favorite in my portfolio.
Does reading that make you uncomfortable? Good.
Before we go into moist vaginas let's look at some of the creative we explored and what we finalized on.
​​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.
Now.. cue mental drum roll.
The campaign we wished they were brave enough to go with. Insight: Women spend their entire lives being comfortable in the uncomfortable. It’s time to change that. HCPs, positioning Pfizer as a trusted partner through every stage of this journey.​
This manifesto is the evolution of a slam poetry piece that I wrote.
Amplifications
New York Times:​
Take over the Sunday Morning New York Times Crossword puzzle with uncomfortable menopause words
Harry Mack:
Partner with influencer to confront uncomfortable words in a rap on social media.
Museum of Sex Takeover:
FKING After 50
We’re putting menopausal sex on display — the dryness, discomfort, and pleasure no one talks about. In partnership with the Museum of Sex, this bold exhibit confronts menopause head-on, breaking taboos and spotlighting real experiences — while educating on the role of MHT.
​
How It Travels
​
Influencer: Creators produce menopause-inspired art + stories for the exhibit.
​
Content: Capture reactions and behind-the-scenes for social and earned media.
​
Media: Launch event + live panel with HCP, Pfizer, and cultural voices.
​
Digital: Extend the exhibit online for broader access and education.
Video
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.
Health Care Professional (HCP) Creative:
