Project: Print ads and detailer for dentists and dental hygienists
My role: Concepting, writing

To launch the Colgate 360 toothbrush to the dentist and dental hygienist audience in a standout way, I suggested treating the product like a car. The photo’s dramatic angles and lighting highlight the contours of the distinctive-looking toothbrush, and the copy gives a subtle nod to the language of luxury car ads.

Project: Product detailer for veterinarians
(sample pages shown)
My role: Concepting, research, writing

Veterinarians tend to find motivation in a passion for patient care, fascination with science, and—in some cases—a bit of ego. This top-performing detailer played to all three drivers at once.

Project: New product launch print ad and campaign for veterinarians
My role: Concepting, research, copywriting

A long-acting insulin developed specifically for cats was a breakthrough in treating feline diabetes. Our launch campaign focused on time—both the longer time span of the insulin’s therapeutic action and the longer lifespan it could give to patients.