INTERNSHIP ADVERTISING ART DIRECTION BRANDING HEALTH
At my Summer Internship with Ogilvy Health, four interns and I constructed a creative campaign pitch for the second launch of Stelo by Dexcom to target the pre-diabetes audience. In this team I was responsible for campaign ideation, art direction, and copywriting. The other four interns were responsible for strategy, data analysis, and PR.
Our concept, No Pilot Should Fly Blind, revolved around that critical time when you are diagnosed with pre-diabetes, that you may be able to successfully still prevent diabetes. However, navigating your blood sugar alone can be extremely difficult and isolating. Stelo, the first over the counter continuous glucose monitor, can act as your guide through navigating pre-diabetes. Other than ideating this campaign concept, I also generated all visual mockups of social media ads and commercial spots as well as created the presentation deck in adherence with branding.
At the end of the summer internship, each intern group pitched our creative campaign concepts. Our group tied with another for first place. The creative components were well accepted by the creatives and art direction team and our campaign was their first pick for winning pitch.
30 Second Commercial Spot Script:
Spot begins showing a plane flying in the sky, two pilots in the cockpit mid-argument.
Pilot 1: You know you've always thought you were just so much better than me at everything.
Pilot 2: Maybe that's because I am.
Pilot 1: You can't land a plane better than me.
Pilot 2: I could land this plane with my eyes closed.
Pilot 1: Oh really???
Pilot 2 pulls out a blindfold while Pilot 1 starts freaking out asking him what he's doing.
Pilot 2 to cabin (in wrestling announcer style): Goooood evening ladies and gentlemen...are you ready to be on the first flight ever landed by a blindfolded pilot?
Pilot 1: Are you serious with this again?! I was joking!
Shot pauses on pilot 2 steering the plane downward as they both scream.
Enters VO: No pilot should be flying blind.
Shot shows a woman sitting in cabin of plane, exiting streaming app and opening Stelo app.
VO: Just like no one should fly blind when it comes to their pre-diabetes
Shot shows her checking her blood glucose levels on app
VO: Watch how your choices affect your blood glucose levels, anywhere, anytime.
Shot pans up to woman's face as she looks happy watching a movie on her phone again.
Pilot 1: You know you've always thought you were just so much better than me at everything.
Pilot 2: Maybe that's because I am.
Pilot 1: You can't land a plane better than me.
Pilot 2: I could land this plane with my eyes closed.
Pilot 1: Oh really???
Pilot 2 pulls out a blindfold while Pilot 1 starts freaking out asking him what he's doing.
Pilot 2 to cabin (in wrestling announcer style): Goooood evening ladies and gentlemen...are you ready to be on the first flight ever landed by a blindfolded pilot?
Pilot 1: Are you serious with this again?! I was joking!
Shot pauses on pilot 2 steering the plane downward as they both scream.
Enters VO: No pilot should be flying blind.
Shot shows a woman sitting in cabin of plane, exiting streaming app and opening Stelo app.
VO: Just like no one should fly blind when it comes to their pre-diabetes
Shot shows her checking her blood glucose levels on app
VO: Watch how your choices affect your blood glucose levels, anywhere, anytime.
Shot pans up to woman's face as she looks happy watching a movie on her phone again.
Don't fly blind with your choices, navigate your health with Stelo.
