Creative Direction

Created and managed digital footprint, including branding, website, ads, and third-party listings
Produced all graphic elements and illustrations, including, digital, print, photography, and videography
Deployed all media assets to buying agencies and online ad networks (social, native, search, video, etc.) and physical publications, including all external sales collateral
Managed talent for photoshoots and video productions, including talent selection, location scouting, set design and wardrobe
Designed product packaging and insert materials for all SKUs and coordinated overseas manufacture
Lead team of contract graphic designers, web programmers, and video editors
Copywrote, produced, and art directed video for TV commercials, ad campaigns, and sales and company literature
Liaison for 3rd party creative agencies, digital, and DRTV, ensuring brand consistency

Creative objective:

Establish a professional and trusted look to provide brand appeal in both direct-to-consumer market and the medical industry
Highlight the brand's clinical effectiveness at reducing acid reflux, allowing users to minimize medication usage and potentially avoid surgery
Communicate the value as a non-medication solution to the market that provides relief for users without the debilitating side effects that come from pharmaceutical treatments
Showcase the product's functionality to a highly targeted audience via digital and social advertizement platforms
Provide digital assets for proprietary websites (3.2M unique views in 2018) and sales collateral to a focused sales team in wholesale and medical sales markets.

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Creative objective:

As their pregnancy progresses, expecting women experience increasing discomfort that can be most frustrating at night.
Develop a wedge and pillow system aimed at relieving gestational acid reflux and general pregnancy-induced aches and pains.
Take MedCline patented technology and rebrand with new assets and online presence, targeting pregnant woman shoppers
Appealing to new trendy moms, next-generation "mommie bloggers"
Authenticity is important to the brand and must use real pregnant models in promotional materials and photography
Current competitors offered a minimal amount of colors and patterns offering usually only solid colors, typically white. Bumpnest to offer a variety of on-trend colors and patterns.