I led the team in developing the AviClear 2025 campaign for Cutera's revolutionary, first-of-its-kind, FDA-approved adult acne treatment. 

Working alongside my partner, art director Brandon Murillo, I wrote my first-draft script for an idea called “Witches” and pitched it to him first. He immediately loved it, and then we pitched it to the team internally. Not only did it resonate, but it also stood out amongst the competing teams, including some ACDs within our agency. 

I believe it's because we went to a place that a Pharmaceutical brand rarely dares to go—to magic. 

Witches being the theme of our campaign helped clearly correlated AviClear with its efficacy. Because pharmaceutical brands are typically instructed to make strict claims, our brand had a leg up that allowed us to say that the results are like magic, a huge win for our brand label. 

From script development to final execution, I led the campaign messaging across diverse media channels, including television, radio, and social platforms.

Results:

Secured Cutera and AviClear as a new client/brand for 21Grams.

1. Successfully allocated budget for a TV spot overseas.

2. Conducted market research to optimize AviClear's messaging for maximum resonance:

   • 90% of respondents found AviClear's message humorous and engaging.

   • 95% of adults with moderate-to-severe acne indicated intent to try AviClear after exposure to the commercial.