How does one make a short-form video ad for a global healthcare brand promoting a new baby vaccine seem social-first?

Well, you hire a chronically online creative to conceptualize it. I worked with Publicis Groupe as a creative director on the Pfizer account, developing ad concepts to inform parents (or caregivers) on how to protect their babies from invasive pneumococcal disease (IPD). The winning concept? A video series of a pediatrician reacting to caregivers’ methods of keeping their babies healthy. In my opinion, this was a visually entertaining way to shed light on a serious topic while also navigating the regulatory complexities of healthcare marketing.