Different Obesity: Giving Voice to the Unheard

Different Obesity challenged one of healthcare's most damaging misconceptions: that obesity is simply a matter of willpower. For people living with Bardet-Biedl syndrome (BBS) and Hypothalamic Obesity (HO), relentless hunger is driven by disrupted brain signaling, not choice. By making the brain, not the body, the center of the story, we transformed an invisible neurological disease into a human one, replacing blame with empathy and giving patients and families a voice.

Photographer: Sam Barker

DSE omni-channel campaign for patients, caregivers, and HCP’s

I led the creative direction for Prolia's brand evolution, repositioning it from a treatment for osteoporosis to a symbol of strength, confidence, and possibility for women entering one of the most empowered stages of their lives. Through a cinematic, emotionally resonant campaign, we challenged outdated perceptions of bone health, creating a modern, aspirational brand that celebrated vitality over vulnerability and reinforced Prolia's leadership in women's bone health.

Broadcast, Digital, Print, Social, OOH

Director:Marcus Tortorici ‍ ‍CCO: David Leonardi

Afaxys & EContra: Reimagining Affordable Reproductive Healthcare

As Creative Director, I led the brand evolution of Afaxys and its EContra emergency contraception portfolio, redefining how affordable reproductive healthcare shows up for a new generation. Rooted in Afaxys' mission of expanding access, we replaced stigma with honesty, creating a bold, judgment-free voice that meets women with clear information and real support at every stage of their reproductive journey. The result was a modern, social-first brand that resonated with Gen Z, surpassed engagement goals, and helped position Afaxys as a trusted advocate for equitable women's healthcare.

Treatment and prevention of HIV and PreP

During my time leading creative across ViiV Healthcare's HIV portfolio, I helped shape three landmark brands: Dovato, Cabenuva, and Apretude. I was part of the launch of Cabenuva, the first long-acting injectable treatment for HIV, and Apretude, the first long-acting injectable PrEP for HIV prevention—two breakthroughs that redefined what living with and preventing HIV could look like. What made the work especially meaningful was ViiV's commitment to featuring real patients in every campaign. Their stories of resilience, fear, and freedom grounded every creative decision, challenging us to balance scientific rigor with human empathy and build brands worthy of the trust patients place in these life-changing medicines.

As freelance Creative Director, I led the concepting and art direction across Fody's integrated brand ecosystem, creating campaigns that brought its playful, belly-friendly personality to life. From digital and social to experiential events, trade shows, packaging, and branded touchpoints, we developed a cohesive visual language that made digestive wellness feel approachable, optimistic, and genuinely fun.

Photo and video direction, Web and product design, Environmental design

Web design, digital ads, video, photo, full campaign

Ever have those days or moments when you just feel like a total boss? Hitting every green light, mastering the hip-hop freestyle on the radio, you get the idea. With Total Wireless we want you to feel like a total boss all the time by getting the best deal in shared data wireless plans. 

Custom photo shoot direction: "Show us who's (a total) boss!" 

Photographer: Michael Indresano

Everyone has had that experience of receiving a gift that was, well, not exactly what you were hoping for. So how can you avoid a ho hum holiday? By giving a Straight Talk cellphone of course!