Take Hope Further

Take Hope Further highlights the unmet need in high-risk HR+, HER2– early breast cancer, when hope alone isn’t enough. We visualized this tension through an immersive “pink world” built from familiar symbols of awareness and support. Verzenio enters this world as progress, offering more than hope for those who need additional treatment options.

Art Direction
Campaign Development
Brand Design
Convention Experiences

I helped lead the creative work for Verzenio across digital, print, and convention experiences—making sure the campaign felt connected and elevated wherever it showed up. I worked closely with our copy, strategy, and account partners to bring the brand to life in a way that was clear, meaningful, and compelling for healthcare professionals.

I also helped shape the brand system and launch materials for the new indication, and partnered with CGI artists at Lightfarm to create the immersive visual world that became the foundation for ongoing campaign assets.

MM+M Awards 2022
Gold, Best Global Campaign
Recognition for the global rollout and creative direction behind Take Hope Further.

Digital Assets

I extended the campaign into digital channels, designing the brand system, website components, and HCP materials to keep the visual world cohesive across every touchpoint.

American Society of Clinical Oncology (ASCO) Convention

At ASCO, we brought the campaign to life in a large-scale booth experience. I designed panels, data displays, and environmental graphics that extended the brand system into a physical space—creating a unified journey from unmet need to patient profile to efficacy and impact. The result was an experience that guided healthcare professionals through the full Verzenio story with clarity, consistency, and emotional relevance.

Video installation

A 60-foot digital installation showcased patients and efficacy data in motion.

Unmet Need Frame

Efficacy Frame

Unbranded Campaign
Time Toxicity

The cumulative burden of time lost while pursuing cancer treatment is known as time toxicity. Developed for Eli Lilly, this campaign focuses on metastatic breast cancer (MBC), using patient stories and expert insights to highlight how treatment schedules impact patients’ physical, emotional, and social well-being, while advocating for more patient-centered care and emphasizing the potential impact of an oral medication.

Awarded Best Professional Print Campaign at the Manny Awards 2025.