Client: Novartis

Project: 1 min introduction video

Agency: GSGNYC/Hogarth Worldwide/JWT


Novartis needed a video to kick off its annual global marketing conferences. The creative had to capture the spirit of a new age of pharmaceutical marketing and a new way of talking about brands that improve human lives. I wrote and produced this video, which played in over 100 countries and enjoyed rave reviews from the client.

The exciting thing about discussing pharmaceutical branding in what was then, let’s face it, an Apple-dominated marketing arena, was to make the copy connect with marketers in a way that challenged them, sure, but also energized their enthusiasm for the brand itself.