“The Cutting Room Floor”
Unused Pharma Concepts
“Itch, Please”
Client: Cytopoint
The “Itch, Please” campaign is a concept that takes a witty, eye-catching approach to addressing canine dermatitis by flipping frustration into humor. Built around the cheeky tagline, the campaign leans into the universal truth that an itchy dog isn’t just uncomfortable—it disrupts the whole household. Through playful visuals of dogs caught mid-scratch, paired with playful typography and a tongue-in-cheek voice, “Itch, please” captures attention while reinforcing the promise of real relief. The tone balances humor with empathy, highlighting that this medication doesn’t just soothe the itch—it restores joy, comfort, and connection between pets and their people. By using humor as the hook and trust as the takeaway, the campaign positions the treatment as both clinically reliable and emotionally resonant.
“Ultimate Efficacy”
Client: Ultomiris
These concepts explored the boldest way to position Ultomiris as the treatment that redefines what’s possible in patient outcomes. By leaning into the idea of “ultimate efficacy,” the work framed Ultomiris as not just effective, but the ultimate standard—delivering strength, durability, and confidence where it matters most. The unused direction emphasized bold visuals and uncompromising language to underscore that for patients and providers, Ultomiris sets the bar for long-lasting results.
“It’s Molecular”
Client: Lucira by Pfizer
This concept tapped into the fast, flashy rhythm of social media culture with a tagline designed to feel as quick and catchy as a trending post: “It Molecular.” By turning molecular testing into a moment of style and immediacy, the idea aimed to position Lucira as not just science-forward, but culture-forward—where accuracy meets trend. The direction leaned on snappy language and luxurious energy to capture attention in a scroll-stopping way.
