XDEMVY
XDEMVY
About
Client
Tarsus Pharmaceuticals
Role
Copywriter
Project
Pitch Campaign
Year
2024
Client
Tarsus Pharmaceuticals
Role
Copywriter
Project
Pitch Campaign
Year
2024
Client
Tarsus Pharmaceuticals
Role
Copywriter
Project
Pitch Campaign
Year
2024
Process
(01)
The Context
XDEMVY is the first FDA-approved treatment for Demodex blepharitis—a condition that’s common, uncomfortable, and widely misunderstood. I developed a couple of creative areas and pitched alongside the FCB executive team, ultimately securing the business and producing the pitched work.
(01)
The Context
XDEMVY is the first FDA-approved treatment for Demodex blepharitis—a condition that’s common, uncomfortable, and widely misunderstood. I developed a couple of creative areas and pitched alongside the FCB executive team, ultimately securing the business and producing the pitched work.
(01)
The Context
XDEMVY is the first FDA-approved treatment for Demodex blepharitis—a condition that’s common, uncomfortable, and widely misunderstood. I developed a couple of creative areas and pitched alongside the FCB executive team, ultimately securing the business and producing the pitched work.
(02)
Insight
People dismiss what they can’t see. The problem wasn’t awareness; it was disbelief. To care, audiences first had to see what was happening. So we showed them.
(02)
Insight
People dismiss what they can’t see. The problem wasn’t awareness; it was disbelief. To care, audiences first had to see what was happening. So we showed them.
(02)
Insight
People dismiss what they can’t see. The problem wasn’t awareness; it was disbelief. To care, audiences first had to see what was happening. So we showed them.
(03)
The Process
I leaned into two distinct approaches, translating medical reality into language and imagery that felt direct and entertaining.
(03)
The Process
I leaned into two distinct approaches, translating medical reality into language and imagery that felt direct and entertaining.
(03)
The Process
I leaned into two distinct approaches, translating medical reality into language and imagery that felt direct and entertaining.
(04)
The Result
We won the business, and I got to star in a music video while doing so. And the product? Consider this quote from the comments on the live YouTube video: "This is the most disgusting and gross commercial that I have ever seen." So... yeah. I'd call it a win.
(04)
The Result
We won the business, and I got to star in a music video while doing so. And the product? Consider this quote from the comments on the live YouTube video: "This is the most disgusting and gross commercial that I have ever seen." So... yeah. I'd call it a win.
(04)
The Result
We won the business, and I got to star in a music video while doing so. And the product? Consider this quote from the comments on the live YouTube video: "This is the most disgusting and gross commercial that I have ever seen." So... yeah. I'd call it a win.
