Role: Design Lead, Campaign Development, Creative Leadership | Year: 2021–2024 | Location: New York / Boston

Foundation Medicine’s first brand campaign reframed genomic testing through the lived experiences of real patients. Shot in New York in 2021, the campaign introduced an editorial, empathy-driven approach that centered patients as whole people and created a more human entry point into the traditionally abstract world of genomic diagnostics.

My Contribution

• Shaped the creative vision and campaign concept

• Led campaign development across channels

• Directed photoshoot: location, props, look & feel, and on-set art direction

• Guided agencies and internal teams through execution