Tarsus
Hate to break it to you, but you have tiny little mites in your eyes.
If they're partying, Tarsus mite have what you need to get rid of them: XDEMVY.
I was brought onto this pitch by senior executives to assist them in the pitch room, developing scripts, pitch theatre, and a healthy helping of musical crooning to get the job done.
I'm happy to report that we won the Tarsus business for FCB Chicago, and produced Tarsus' first ever TV ad. Watch on YouTube.
[Note: concept talent was FPO. But you get the idea.]
Context
Tarsus, a California-based healthtech startup, was preparing its first-ever product launch: XDEMVY, a prescription treatment for Demodex blepharitis. Despite massive upside, there was virtually no category awareness, and the condition was both underdiagnosed and underdiscussed.
Insight
People don’t feel urgency from symptoms, they react emotionally to causes.
The moment patients learned their eye issues were caused by microscopic mites crawling through their eyelids, they were hooked (read: disgusted) and motivated.
Idea
Mites are partying in your eyelids.
We built a campaign platform around an unignorable truth. The framing was both vivid and grotesquely memorable, positioning XDEMVY as the simple solution that ends the party.
Execution
I shaped two of the three platforms pitched, acting as creative lead, copywriter, and pitch performance designer. My role included:
- Crafting the verbal identity, scripts, and brand narrative
- Collaborating across departments to align with business strategy
- Designing a live, performance-style pitch that landed emotionally and strategically
Deliverables: Brand platform writeup, OLVs, TV/social scripts, and multimedia assets.
Impact
Tarsus selected the platform I presented. They committed $4MM in initial spend to bring our partnership to life, launching both the product and the brand in one unforgettable move.
Let's Collaborate
I’m always excited to work on new and challenging projects. Whether you're looking to build a brand from the ground up, reposition your company, or create engaging digital content, I'm here to help bring your vision to life.
