VIIV
Role
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ACD: Digital
Period
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2021-2022
Platform
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Website, Pharma: Patient Education
Lift
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360 Campaign
The Rundown
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ViiV Healthcare is a pharmaceutical company specializing in the development of therapies for HIV infection that was created as a joint venture by Pfizer and GlaxoSmithKline in November 2009 with both companies transferring their HIV assets to the new company.
From week one, day one, I was not only excited but proud to be tasked with initially consulting on Viiv products and their direction in-market and raising their profile, but I found myself approaching as if it were a tangible product as I have friends who are HIV-positive and had lost many to it in my lifetime. Starting soft and slow with evaluating the structure of their sites, their builds and their pre-programmed assets and modals/atoms, I began to challenge, tear apart and reset each Viiv brand to be more-consumer-focused as the originating sites all had an HCP feel and tone. Humanizing the palettes, working with copywriters and rebooting every brand that crossed my desk as bandwidth allowed is something that allowed me to feel as if I brought change, education and hope.
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The client insisted on staying the course of utilizing the campaign that was already built out by the prior agency, with the migration from prior Photoshop files with nested smart objects, myriads of SVG and Illustrator files jumbled and handed to devs at one point to retrofit to whichever platform in effort of producing the campaigns across brands. Placing a time-out , I converted assets into the RIGHT digital platforms that external developers would not only find inarguable, but native to digital. Sketch, Adobe XD and Figma–all day, every day without exception.
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I introduced more depth, feeling and immersion under the consideration that it is not an HCP as the end user, but patients and their friends and family would be the primary end users. It was and still is imporant to me to create a safe, warm and inviting space for patients whether it is HIV or cancer—build a world for the patient with care and intention down to the line spacing.
The Charge
- Developed and reviewed creative briefs that provided strategic insight(s) and creative inspiration
- Curated a culture of trust with peers, clients and all stakeholders
- Set high-impact objectives and went above and beyond to exceed performance expectations
- Scheduled and directed on-site, in-city and remote/travel video and photo shoots for both product and video campaign
- Cut video spots using AVID Technology, Adobe Premiere and Adobe After Effects, Figma, Sketch and XD as well as Adobe Illustrator
