During my time at Starcom, I worked across Fortune 500 brands, primarily Novartis, as well as Jim Beam, Stella Artois, Allstate, Kellogg, Bank of America, amongst many others. I lead and participated in creative brainstorming, content strategy, partnership development, and experiential activations. My work blended digital, social, editorial, experiential, and partnership-driven programs focused on helping brands connect with their audiences in meaningful ways.
Still Working
Project Summary
I supported the development and execution of the Still Working campaign for Novartis, designed to raise awareness about the connection between psoriasis (PsO) and psoriatic arthritis (PsA), both of which are treated by Novartis’s Cosentyx (secukinumab). The campaign featured celebrity partners who personally live with these conditions, allowing us to bring authentic storytelling to the healthcare space and empower patients to continue doing what they love — because of Cosentyx, they are Still Working.
Creative Approach
The campaign focused on using real patient voices and recognizable talent to highlight the close relationship between psoriasis and psoriatic arthritis — with up to 80% of PsA patients also living with psoriasis. By partnering with public figures who could authentically share their own experiences, we were able to bring greater visibility to the conditions and the treatment options that help people continue living their lives fully. Through content, partnerships, and publisher collaborations, we built a campaign that humanized the condition while educating patients and providers in a relatable way.
Client
Novartis Pharmaceuticals
Brand
Cosentyx (PsA + PsO)
Partner
SHE Media
Creative Agency
Rise + Run (Hill Holliday)
Talent
Cyndi Lauper + Chef Michelle Bernstein
My Role
Partnership ideation and creative development
Talent strategy and brand storytelling
Content strategy and cross-platform collaboration
Publisher and platform partnership coordination
Cross-functional collaboration with internal teams, clients, and partner agencies
Click HERE to see more information + videos
Recognition
Silver — Best Use of Celebrity Campaign, DTC National Awards (Xpectives Health) - 2025
Named one of the Best Campaigns of 2024 by Medical Marketing + Media (MM+M)
Shortlisted for Best Use of Talent at Festival of Media North America
PsAvor Life
Project Summary
Food has the power to connect deeply with people, and for Novartis’ PsAvor Life campaign, we partnered with celebrity chef Michelle Bernstein to tell a personal and authentic story that blended her passion for cooking with her journey living with psoriatic arthritis. Through a multi-episode video series, we highlighted how, thanks to Cosentyx, she’s able to continue doing what she loves — cooking for herself, her family, and her community.
Creative Approach
Each episode of the PsAvor Life series centered around key themes that mattered to Michelle — PsAvor Family, PsAvor Community, PsAvor Connection — showcasing the recipes, traditions, and relationships that have shaped her life both personally and professionally. The series blended lifestyle storytelling with patient education, highlighting how Cosentyx allows her to continue pursuing her passion for cooking while living with psoriatic arthritis.
Client
Novartis Pharmaceuticals
Brand
Cosentyx (PsA)
Partner
DotDash Meredith
(VeryWell Health)
Creative Agency
Rise + Run (Hill Holliday)
Talent
Chef Michelle Bernstein
Recognition
Silver — Best Use of Social Media, DTC National Awards (Xpectives Health) - 2024
My Role
Partnership and talent ideation
Content development and creative approach
Collaboration with publisher and platform partners
Client communication and program management
Cross-functional team collaboration
Click HERE to see more information + videos
Wellness360
Project Summary:
To raise awareness for Hidradenitis Suppurativa (HS), a lesser-known and often misunderstood condition, we partnered with Condé Nast’s Wellness360 platform to develop a fully integrated, multi-publication campaign. Using the unique voices and strengths of Allure, SELF, Glamour, and GQ, the campaign delivered authentic, educational, and accessible storytelling that helped introduce HS to a wide variety of audiences while meeting each reader where they are.
Creative Approach:
Because HS is not widely discussed, our creative approach focused on blending education with empathy, allowing audiences to discover the condition through trusted voices across beauty, wellness, culture, and lifestyle. Each publication told the HS story through its own editorial lens — SELF approached it through personal wellness narratives, Allure focused on beauty and skin health, Glamour brought in cultural conversations, and GQ reached men’s wellness and lifestyle audiences. The result was a seamless cross-platform experience that invited audiences to engage with the topic from multiple entry points while expanding both awareness and understanding of HS.
Client
Novartis Pharmaceuticals
Brand
Cosentyx (HS)
Partner
Condé Nast
My Role:
Partnership development and creative collaboration
Content strategy and storytelling ideation
Platform and publisher partnership management
Cross-functional team collaboration
Client communication and execution support
