eyelove

Client: Shire/Novartis

Digital // Social // Print // Video // Strategic Creative // Consumer

Myeyelove.com

Taking inspiration from goop and Vogue, I worked with my designer and UX lead to create something authentic and beautiful. Heavy on photography and light on copy, the site contains dozens of bite-size articles and videos meant to be loved and shared.

“in my bag” social series

Based on the trend of celebrity bag dump videos, “in my bag” was a first of its kind for Pharma—an unscripted reality series. I pitched, cast, and was a creative voice on set during the shoot. We treated the series like prime time TV, developing teaser spots, timing the premier of each episode, and creating surround sound content like our Valentine’s Day spot.

eyelove social

Social was a HUGE priority for our client. I oversaw the creation of innovative and impactful social content for the campaign.

Brand Challenge:

Brushed off as a fake condition for decades, dry eye had slowly crept up on eyes everywhere. Suddenly those dry, itchy, stinging eyes were a real issue—not just at work—but during “me” time. It was time to show our eyes a little love. Some eyelove that is.

The eyelove campaign is part lifestyle, part education, and part entertainment. Edutainment. We emulated the things we knew our audience loves and slipped in a chat or two about dry eye along the way.

My Role:

I helped launch the award-winning eyelove campaign for Shire. At launch, I was credited for coming up with the tone of voice for eyelove and for carrying it through to myeyelove.com, eyelove magazine, and every eyelove social post. I even earned the right to pitch the senior creatives and our client on a variety of concepts from a dry eye soap opera parody “The Dry of Our Eyes” (scripted, cast, and almost produced!) to the dry eye social series “in my bag.” It was a joy to work on this campaign. A true labor of love.