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Gilead HIV
role.
Senior Producer
company.
Heartbeat
The Business Problem: Bridging the "Trust Gap"
Gilead needed to modernize its HIV identity from a clinical "Big Pharma" entity to a human-centric brand. The challenge was twofold: shifting the cultural narrative from mere "survival" to holistic wellness, and overcoming fragmented production workflows that lacked the velocity to meet global demands and pharmaceutical compliance.
The Insight: From Science to Soul
The HIV community was no longer seeking medical breakthroughs in a vacuum; they were seeking the life those breakthroughs enabled. To drive authentic engagement, the strategy had to pivot from the "science of survival" to the "joy of living," requiring a backend re-engineering to ensure this emotional message could scale globally without losing its "human" touch.
The Solution: Agile 360° Production Orchestration
Directed a unified 360° production orchestration that transformed Gilead’s messaging into a cohesive global identity. Key actions included:
Synchronized Multi-Channel Output: Integrated a "People-First" narrative across OOH, experiential, and social platforms.
Workflow Re-engineering: Removed delivery bottlenecks, accelerating the production lifecycle by 20%.
Compliance Leadership: Navigated complex global regulations while maintaining high-quality, patient-centered storytelling.
Results: Record-Breaking Engagement
Massive Scale: Achieved a 45% increase in total reach across global markets.
Deep Resonance: Realized a 30% surge in engagement over historical benchmarks.
Operational Excellence: Delivered the full asset suite 20% faster, optimizing budget and establishing a new internal standard for agile delivery.
