Originally brought in for a two-week concept sprint, I stayed on for a year as the “Authentic Storytelling” campaign expanded into a full-scale initiative. Our team pitched the work through the IAT and won a larger share of the business by centering real, relatable stories from adults, primarily women, diagnosed with ADHD later in life.

We grounded the campaign in lived experience, listening deeply to focus groups and interviews that shaped every story we told. The videos featured real people, in their own words, paired with expressive line illustrations that brought artistry into the pharma space.

The campaign ran across WebMD, Hulu, HealthLine, and major social platforms. It drove tens of millions of video completes, a clickthrough rate twice the industry average, and ultimately won the IAC award for Best Pharmaceuticals Online Video Campaign.

And on a personal note, this work helped me see myself more clearly. After immersing in so many of these stories, I sought and received my own ADHD diagnosis at 38.