“Who wouldn’t want…”
Client: Bristol Myers Squibb
Product: Opdivo
This emotional TV spot builds on Opdivo’s “Longer Life” theme with a more personal and heartfelt approach. It opens with a poignant, open-ended question: “Who wouldn’t want a chance for another …” just as a young girl runs into the arms of an older woman, embracing the hope that extended life can bring. The message deepens with the follow-up: “Who wouldn’t want a chance to live longer?” reinforcing Opdivo’s life-extending potential.
Designed to resonate with patients and caregivers, the video also introduces new data on the number of patients prescribed Opdivo—information that brings real-world meaning to those considering treatment. With a blend of emotional storytelling and informative content, this piece strengthened Opdivo’s presence in the immuno-oncology space.
“Human Level”
Client: Bristol Meyers Squibb
Product: Opdivo
This TV spot brought Opdivo’s promise—“the chance to live longer”—to life, reinforcing its role in the competitive second-line lung cancer market. The ad used powerful imagery, with light illuminating buildings to symbolize Opdivo’s survival benefits over chemotherapy.
Featuring real-life moments—a father and son at a baseball game, a man pushing a stroller alongside his mother—the campaign connected emotionally with patients and caregivers. As part of a broader awareness effort, the campaign spanned national TV, print, and digital platforms, including an online doctor discussion guide.
This multi-channel approach highlighted Opdivo as a leading immuno-oncology therapy for certain types of melanoma and lung cancer, driving both education and engagement.
Print Ads
“Type none”
Client: Juvenile Diabetes Research Foundation (JDRF)
With all of the daily burdens of type 1 diabetes (T1D), it can be difficult at times to picture a world where it doesn’t exist. But it’s important not to lose faith. Together, we will create a world without T1D. You just have to believe.
I worked with the team at GSW New York to bring this campaign to life with these ads. This corporate campaign transformed JDRF’s entire identity, further crystalizing their mission of transforming a world of type 1 diabetes into a world of type none.