Leading a Winning Digital Agency-of-Record Pitch
Role: Associate Creative Director
Disciplines: Creative Direction, Team Leadership, Healthcare UX (Pharma), Augmented Reality (AR) Strategy
To win the Digital Agency-of-Record (AOR) for Genentech’s groundbreaking hemophilia treatment, I led a creative team in architecting a pitch that redefined the "patient-physician" dialogue. By blending traditional web design with immersive AR and tactile print innovation, we proved that The Bloc was the only agency capable of translating complex clinical data into a human-centric, multi-sensory brand experience.
The Challenge: Standing Out in a High-Stakes RFP
The pharmaceutical space is often crowded with static, data-heavy communication. Our goal was to win the RFP by demonstrating a superior digital strategy that prioritized engagement over education. We needed to show Genentech that Emicizumab wasn't just a new drug, but a "Game Changer" in the lives of patients.
Step 1: Creative Leadership & Individual Contribution
As ACD, I oversaw two on-staff designers while personally designing the core "spec creative" to ensure the pitch maintained a premium, cohesive aesthetic across every medium.
Visual Identity & Web Hub
I designed a responsive brand website that moved away from dense clinical tables toward an intuitive, visually-driven interface.
Integrated Narrative
I ensured the "Game Changer" theme was woven through every touchpoint, from the digital hub to the conference floor, creating a singular, unbreakable brand story.
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Step 2: Breaking the "Digital-Only" Barrier
To prove our "digital-first" mindset extended beyond just websites, I directed the conception of high-tech clinical activations designed to live in the doctor's office and at major medical conferences.
Mixed Reality (AR) & iPad Vis-Aids
We proposed a Microsoft Hololens experience that allowed physicians to visualize the mechanism of action (MOA) in 3D space, alongside interactive iPad vis-aids.
AR Visualization
Directed the creation of AR overlays concepts that allowed doctors and patients to see "inside" the coagulation cascade, making invisible science tangible.
Tactile Interaction
Concepted iPad tools with intuitive "slide-to-interact" logic, allowing for a personalized sales flow based on real-time physician feedback.
Step 3: Immersive Experiential Concepts
I oversaw the concept of a large-scale conference booth that featured both static and interactive components.
Interactive Storytelling
Proposed a "Digital Wall" where attendees could interact with patient journeys and clinical data through motion-sensing technology.
Static Presence
Designed high-impact environmental graphics that maintained the brand’s premium status in a crowded, high-noise conference environment.
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Step 4: Tactile Innovation (Conductive Ink)
One of the most unique elements I designed was a print ad that bridged the gap between physical and digital.
The "Smart" Print Ad
Utilizing electrical conductive ink and integrated LED lights, we proposed a piece where the user’s touch completed a circuit—literally "lighting up" the path of the treatment.
Craft & Utility
This showed the client that our agency's creativity wasn't limited to screens; we could innovate in the physical mailers and journals that physicians still rely on.
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The Results: A New Digital Agency-of-Record
The pitch was a definitive success. By showcasing a vision that was as strategically sound as it was technically ambitious, we won the RFP.
Success Metric
The Bloc was officially named the Digital Agency-of-Record for Emicizumab (now Hemlibra).
Long-Term Impact
This pitch set the standard for how the brand would interact with the healthcare community for years to come, establishing a digital-first benchmark for the industry.