VIDEO
#AskDrMike
Roles: Concept Creation, Creative Direction, Script Writing, Production
In 2023 my client, Grifols, launched a self-home test for consumers to self-screen for alpha1-antitrypsin deficiency (alpha-1), the most common risk factor for chronic obstructive (COPD). Grifols wanted to reach the more than 90% of people with alpha-1 believed to be undiagnosed, but one problem: No one had ever heard of the condition. So, my team asked pulmonologist and KOL Dr. Mike to fly to New York City to film a “Man on the Street” video, educating people about alpha-1.
The entire project was conceptualized and executed over the course of a week. I drafted preliminary conversation guidance, which was approved by MLR in record speed, to help Dr. Mike conduct the conversation. The team filmed in Washington Square Park, Astor Place, and Union Square, where I dutifully recruited unsuspecting passersby to talk about lung health. After collecting over five hours of footage, I cobbled together a narrative that explains why people should be thinking about alpha-1, and drive them to seek out an at-home test.