CHALLENGE: Generate awareness, improve public sentiment and educate the public on the role of Pharmacy Benefit Managers (PBM’s) as a support team helping to coordinate your care, countering the misconception that PBMs are “men in the middle” meddling with your medicine.

SOLUTION: Flip “meddling man in the middle” to “woman working from the middle” by stretching out the moment of picking up a prescription, showing a PBM working to streamline, reduce cost and improve the care you receive. I directed the spot, a mix of live action, illustration and animation, and oversaw the rest of the campaign designed to humanize PBMs and show the positive impact they have on the lives of daily Americans.

We delivered a digital campaign led by a feature video, animated cutdowns, banner ads, OTT ads, new website content, and Spotify spots.

ROLE: Creative Director, Director, Executive Producer