For the UPLIZNA direct-to-consumer campaign, I helped lead the creative execution of a strategic prospecting initiative aimed at encouraging patients with NMOSD (neuromyelitis optica spectrum disorder) to reassess their current treatment plans. The campaign focused on the “Switcher” audience—patients who may appear stable but are silently tolerating ongoing or worsening symptoms. The creative needed to challenge the notion of “stability” and instead highlight invisible disease activity as a valid reason to reengage with their treatment journey.

I concepted and designed animated video ads and static assets specifically for Facebook and Instagram placements, crafting emotionally compelling content around the message: The UPLIZNA Difference. Working from existing photography for I designed and executed a few animation ads myself using After Effects—bringing nuance, energy, and clarity to clinical messaging. Each video emphasized UPLIZNA’s value: ~90% of patients were attack-free at 28 weeks, two doses per year after initiation, a favorable safety profile, and a 78% reduced risk of NMOSD-related hospitalizations.

In addition to social, the campaign extended to a branded and lightly branded splash page, a permanent UPLIZNA.com page, and a downloadable digital brochure. All assets were grounded in a newly developed messaging system tailored to the Switcher audience, encouraging self-advocacy, education, and meaningful conversations between patients and their HCPs.

By combining message-forward creative with immersive, hand-built animation, this campaign helped reframe treatment expectations and made exploration of alternative FDA-approved therapies feel not only acceptable—but necessary.