Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Gilead “What Would We Live For”: Moving an HIV Brand from Science to Soul
role.
Senior Producer, Creative Strategy & Campaigns
company.
Heartbeat
The problem: Gilead needed its HIV identity to feel human, not clinical, and to shift the conversation from survival to living well. Its production workflows also couldn’t keep pace with global demand and pharmaceutical compliance.
The insight: The HIV community wasn’t looking for another medical breakthrough. They were looking for the life those breakthroughs made possible. The message had to move from the “science of survival” to the “joy of living,” and the backend had to support it at global scale.
The solution: I directed a unified 360° program that carried a people-first narrative across OOH, experiential, and social. I rebuilt the production workflow to remove bottlenecks and cut delivery time 20%, while navigating global regulations without losing patient-centered storytelling.
The results: A 45% increase in reach across global markets, a 30% lift in engagement over historical benchmarks, and a faster, repeatable delivery model for future work.
