Tom Pastore CD/CW

All DTC work was done with my creative partner, ECD/AD: Svenja Timme Bastian. In addition to the work shown below, we have created campaigns for Topamax for migranes, Ultracet and Vimovo for pain, Freestyle glucose monitors, Januvia for diabetes, Spiriva for COPD, Premarin for menopause, Ditropan for bladder incontinence, Lamisil, Xarelto for cardiac patients, Trumenba for meningitis C, and Neulasta for cancer.

HARVONI is more than a treatment for Hep C; it was the first cure. Hep C kills quietly over decades. For the first time ever, Harvoni offers true hope. You could actually use the word ‘cure’. It is currently the #1 cure for Hep C. We were responsible for all educational, pre-launch, and launch communications.

GILEAD HIV has been committed to finding a cure for HIV/AIDS since the early days of the AIDS crisis. They have developed many of the medicines currently in use that makes living with HIV a reality. They are also committed to supporting the HIV community financially, working with NGOs around the world to bring an end to the epidemic, and ending the stigma surrounding the disease. Our job was to define their mission to the world at large.

Most getting tested campaigns focus on the rational reasons for doing it. They have been very unsuccessful. This campaign taps a rich emotional area about the freedom that comes from knowing your status. Developed for the Southern US, it evolved into a national campaign.

NUPLAZID is the first FDA approved medicine for the treatment of Parkinson’s Psychosis, a symptom of Parkinson’s few people are familiar with. Our task was to educate caregivers about this breakthrough treatment as well as this unknown side of the disease. This spot led to work with the Michael J. Fox Foundation.

Until Nuplazid, the only treatment for Parkinson’s Psychosis were anti-psychotics. This prevented people from seeking treatment as well as severely affected a person’s quality of life. With Nuplazid, patients and their caregivers had a cause for relief and optimism.

Until it went over-the-counter, ZYRTEC was the best selling prescription allergy medicine. This campaign helped increase year over year sales by 15%

ORTHO-TRICYCLEN was the low-estrogen version of the world’s first birth control pill. This campaign helped position Tri-Cyclen Lo has a better way to protect against unwanted pregnancy.

FLIBANSERIN is an anti-depressant that was found to act as a libido-enhancer for women. Or more euphemistically, it was female Viagra. This was the launch campaign for the drug. Unfortunately, the FDA subsequently denied the indication.

Among its many indications, the biologic, HUMIRA, effectively treats chronic psoriasis. This skin condition has an emotional side as well as a physical side. Humira is consider one of the world’s most successful drugs.

FAMVIR was the only reliable treatment for genital herpes at the time. We tapped into the emotional upset of the condition by simply using the words of people who were struggling with it.