Basaglar "Firsts" Campaign

Telling the story of a first on a global scale.​

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This campaign connected the emotional weight of life’s meaningful “firsts” with a patient’s first experience using basal insulin. It was about empathy, timing, and building a visual language that could speak across borders.

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I led the creative from concept to completion, developing initial artwork, casting, wardrobe, on-set direction, and post-production oversight. While the shoot wrapped in under a week, the full process spanned six months, with every step demanding intention and detail. The result was a fully integrated global campaign rooted in humanity, crafted with care.​​

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Oh, and I saw Steve Buscemi at dinner during the shoot. That was cool too.