For Addyi (Sprout Pharmaceuticals), the challenge was translating complex clinical data into a relatable human experience. Working across functions, I concepted an integrated social strategy, reframing the conversation around Hypoactive Sexual Desire Disorder (HSDD) from a medical diagnosis into a personal journey of rediscovering intimacy. My role involved driving strategic social media initiatives, contributing to both visual design and copy development to ensure every asset felt cohesive, human, and aligned with the brand’s tone.

I was tasked with the ideation of campaigns and ads, focusing on performance-driven creative optimized for paid and organic reach across Meta and TikTok. By combining motion design, bold typography, and lifestyle imagery, I developed a visual style that felt both empathetic and empowering while remaining strictly compliant with healthcare regulations. To keep the creative fresh, I leveraged AI tools for character development, allowing for more diverse storytelling and the ability to iterate quickly on new concepts without compromising brand standards.