Molly's FundFree Killer Tan:
Turning Tanning into a Wake-Up Call
In a bold, out-of-the-box challenge for Area23, we crafted a Melanoma awareness campaign that disrupted expectations. Tasked with creating a “non-pharma” pitch, we leaned into the unexpected — the haunting resemblance between a tanning bed and a coffin.
In partnership with Molly’s Fund x Novartis x Area23
Backed by Area23 and Molly’s Fund, we launched Free Killer Tan, a pro-bono PSA with a powerful visual twist. Inspired in part by Final Destination 2, we transformed a New York City tanning salon into a shocking experience: visitors seeking a free tan found themselves confronted with their own funeral. The campaign’s narrative, driven by this visual insight, aimed to provoke a lasting impression about the dangers of tanning.
Creative Director Credits
Melanie Rothwell & Josh Eastman for Area23
Results
Our pro-bono campaign reached over 100 million people in 190+ countries, significantly raising awareness about the dangers of Melanoma. It garnered numerous industry awards, including a prestigious Clio Bronze. Our creative approach, designed to shock and educate, continues to make a lasting impact on skin cancer awareness.
Augmented Reality App Design: Galderma Labs AGELess
— In partnership with IOMEDIA —
As apps emerged alongside the first iPhone, we designed one of the first augmented reality (AR) apps in the pharma space—AGELess for Galderma Labs. The app enabled patients to preview real-time facial aesthetic enhancements using Restylane, Perlane, Sculptra Aesthetic, and Dysport fillers. Our founder spearheaded the pitch, branding, development, and successful launch, co-leading the creative team through every stage of the process.
App Components: Educational Video , Treatment Tracker, and Doctor Locator.
Gut Check:
Empowering IBS Patients and Doctors with Real-Time Symptom Tracking
— In partnership with IOMEDIA —
In collaboration with Janssen, we developed and fully branded the Gut Check app and website—a cutting-edge patient-reported outcome tool for IBS management. Gut Check enables patients to track and monitor their symptoms in real-time, providing doctors with actionable data to improve treatment plans. From designing the app’s user interface to directing informational videos, we created an intuitive, comprehensive solution that enhances patient care and facilitates better communication between patients and healthcare providers.
Cialis: Enhancing Doctor-Patient Communication with a Custom DTC App
— In partnership with GREY GROUP —
We supported full app design and branding for Cialis, creating a direct-to-consumer tool that helps doctors guide patients through dosage, efficacy, and treatment information. The app is designed to foster open discussions about erectile dysfunction, addressing key questions and concerns to help patients maintain both their health and relationships. By streamlining complex data into a user-friendly interface, we delivered a resource that empowers both doctors and patients to make informed decisions.
Healthcare & Pharma
Clients
— GLOBAL & US LAUNCHES, EXPERIENCES, CAMPAIGNS & BRANDING —
Genentech — Hemlibra / Hemophilia / Hemotology
Pfizer — Women’s Health Portfolio: Estring / HRT: Hormone Replacement Therapy, Premarin Vaginal Creme
Eli Lilly — Men’s Health: Cialis / ED; Axiron / Low T
Merck Oncology — Keytruda / Melanoma & Metastatic Non-Small Cell Lung Cancer; Zepatier / HepC; Steglatro / T2D
Galderma Labs — Restalane, Perlane, Dysport, Sculpta / Aesthetic Enhancement Facial Fillers
Bristol-Myers Squibb — Sprycel / CML / Oncology
Janseen Biotech — GutCheck™ / IBD
A & Z Pharmaceuticals — MFIT Supps
United Therapeautics — UNITHER, LungRx, Adcirca / Pulmonary Hypertension
Abbott — Humira / RA
P&G Health — Crest/Oral-B, Prilosec OTC, Metamucil, Align Probiotic, Pepto-Bismol
Johnson & Johnson — Listerine / Oral Care
Novartis — Tafinlar & Mekinist / Melanoma
Bayer — Claritin / Antihistamine; Finerenone / CKD, T2D
Gelesis — Plenity / Weight Management
Biogen Idec Oncology
Sanofi — Allegra OTC
Sanofi-Aventis — Multaq / Afib
AstraZeneca — Symbicort / Asthma, COPD
Dyson — Allergy
Mead Johnson — Enfamil / Baby Formula
New York Agency
Collaborations
Grey Health, Ogilvy Health, Saatchi & Saatchi Wellness, Publicis Life Brands Medicus Health, Daggerwing Health, IPG