TRULICITY
Launch Campaign
As the creative director overseeing Trulicity’s entire DTC launch campaign, I led the development of a unified creative platform designed to shift the conversation around Type 2 diabetes. My role spanned concept development, storytelling direction, production oversight, and ensuring every touchpoint—from broadcast to digital—delivered a consistent, human-centered narrative.​
Website
Mobile App
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An intuitive consumer app that simplifies the onboarding experience, helping patients confidently begin their Trulicity journey.
​The campaign introduced viewers to Jerry, a photographer who refuses to let diabetes define his life. Told entirely from his first-person point of view, the launch film brought an authentic, human voice to a category often dominated by staged, overly clinical vignettes. To bridge science and emotion, we used CGI to visualize how the medication works inside the body, seamlessly blending those scientific moments with the artistry and texture of Jerry’s daily life. The result was a story that felt both personal and inspiring—reframing diabetes management through a lens of empowerment and possibility.
Brand Guidelines
