Role: Art Direction, Creative Lead, Campaign Development, Visual Strategy | Year: 2024-2025 | Location: Boston

Foundation Medicine’s mission to transform cancer care anchors this omni-channel campaign, reinforcing a commitment to ensuring no patient, mutation, or treatment option is overlooked. Designed for healthcare providers ordering the tests, the work keeps patient outcomes front and center while grounding innovation in real-world impact.

The campaign pairs patient-centered imagery with macro photography of Foundation Medicine lab technicians, connecting the human stakes of care with the technical precision behind the science. Unified through shared contrast lighting, the visuals emphasize the relationship between advanced technology and the people it ultimately serves.

My Contributions:

• Conceived and led the creative concept for a multi-channel brand campaign

• Art directed photography across patient and laboratory settings, including on-set direction

• Designed and executed campaign assets across print, digital, and trade show environments

• Led art direction for print and motion assets, defining the visual language and guiding animation execution

• Led end-to-end execution of an omni-channel campaign, ensuring creative integrity at scale