HEART-WON
VICTORIES
Client
ROLE
THE ASK
The Creative Director and I led the campaign’s creative development and production, securing a Manhattan studio for a full-scale photo and video shoot. Patients were captured in bold, heroic portraits, later elevated with striking red illustrated armor inspired by cultures around the world- symbolizing courage, resilience, and protection. Alongside the photography, we directed a documentary-style film that gave each patient the opportunity to share their deeply personal journey, creating an emotional narrative centered on survival, recovery, and hope. The complete campaign was unveiled that evening at the annual gala.
Assisted the Creative Director during a patient photography shoot, helping capture authentic and engaging patient imagery for campaign materials.
Led the direction of a video that gave patients a platform to share their heroic, personal stories.
Contributed to the design of a printed brochure featuring high resolution photography from the photoshoot, distributed during the gala event.
THE RESULTS
To create an ad campaign for the American Heart Association's annual gala in New York City. Centered around honoring heart and stroke patients, and their achievements. The campaign concept positioned these patients as modern-day warriors, resilient individuals of all ages who overcame extraordinary physical and emotional battles. Designed to live across both print and video,
the campaign aimed to celebrate survival, strength, and the universal human spirit.
CROFAB® has long been recognized as a treatment option for North American pit viper envenomation, helping healthcare professionals manage potentially severe systemic and local effects following a bite. Despite strong awareness within emergency medicine communities, opportunities remain to reinforce urgency, treatment confidence and preparedness.