Over the past year at Publicis CoLab, I’ve focused on PAXLOVID across HCP while also supporting DTC and PAXCESS. My work has included launching the PAX YouTube Channel, creating One Pagers, and designing Exacerbation
BoD Programmatic Banners for June Readiness.
Agency: Publicis Health CoLab
Creative Team
Role: Art Director
HCP Copywriter: Tom Hoopes
DTC Copywriter: Madi Marchak
PAXCESS Copywriter: Aaron Soloman
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Global HCP Branded:
Global Roadmap:
In early 2025, we were tasked with preparing a two-page document that HCPs could use as a reference guide for our brand, PAXLOVID.
Global Roadmap
HCP Branded:
Branded Meta Ads:
When I joined the CoLab HCP Art team in November 2024, I was tasked with creating two animations for Branded Meta Ads that matched the provided static post examples, including scrolling ISI.
In June, we were tasked with creating a Hospital One-Pager, for HCPs to give to their patients. It was first created for print and then adapted for digital release.
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Hospital One-Pager (Print)
Hospital One-Pager:
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Hospital One-Pager (Digital)
In April, during June Readiness for unbranded, we were tasked with creating Exacerbation BoD Programmatic Banners in multiple sizes (160x600, 300x250, 300x600, and 728x90). Along with RTLs
June RTL - BoD CVD
Example: 300x250:
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June RTL:
HCP Unbranded:
Exacerbation BoD Programmatic Banners:
June RTL BoD - Exacerbation
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Static
June RTL BoD - New Onset
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DTC Branded:
PAXLOVID YouTube Channel:
In March 2025, I was tasked with creating a banner ad, an ISI video, and a submission PDF for the PAXLOVID YouTube Channel.
Steal Your Sunshine
PAX YouTube Channel, Banner Ad
Scrolling ISI Video
In May 2025, we saw a clear drop in care-seeking and COVID-19 treatment during the summer—driven by the misconception that COVID doesn’t spread in warmer months. But COVID can still steal your sunshine.
PfizerforAll set out to remind people that COVID doesn’t take the summer off. Leveraging user-generated content and Len’s “Steal My Sunshine,” we created a PSA that equates COVID-19 with another summer bummer—reinforcing that treatment matters year-round.
Madison Square Garden OOH
In late March, we designed a Patient Ed Tearsheet to help patients understand the different options for treatment.
Patient Ed Tearsheet
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Pharmacist Dosing Guide:
PAXCESS is an affordable program that helps people access PAXLOVID. In February 2025, the PAXCESS team was tasked with creating a one-page Pharmacist Dosing Guide to help HCPs prescribe PAXLOVID to their patients.
Pharmacist Dosing Guide
