ABBVIE: RINVOQ for ATOPIC DERMATITIS
launch // testing // print // video // digital // social
l joined Digitas Health as a Copy Supervisor to help launch the atopic dermatitis indication for RINVOQ. I and my team were responsible for an expansive array of digital, print, and video assets across the juggernaut of a brand. My copy colleagues used to joke that we were lucky to be working with the edgy DISRUPT campaign. They were half right. As fun as it was to play in such a bold space, it was that much more critical that I and my copy colleagues considered both sides of the coin: speaking in the language of the campaign in ways that were medically and legally accurate.
Patient Testimonials: I drafted the Q&A for both COVID-era shoot interviews, working side by side with clients, their medical review partners, and the patients themselves to ensure we’d get every sound bite we needed for our shoot. While on set, I played dual roles: interviewer for our patients and mediator/guide/on-the-spot-triage writer for RC/client conversation during the 2-day production.
By all accounts, it was one of the smoothest shoots in DH history.
