Yasmin Yahyapour

With the multiple competing semaglutide options available for consumer use, what sets Wegovy apart? Wegovy's first campaign brought together individuals with a unified struggle: weight loss.

Wegovy’s campaign evolved further as it became a game changer against obesity and excess weight as the first FDA-approved weight loss medicine proven to lower CV risk.

Wegovy's disease state awareness website, Truth About Weight, teaches obesity as a real chronic disease and the importance of understanding the science behind weight loss.

The “Inside Truth", a video series developed for this site, shows examples of real associated diseases linked to obesity.

Here's the inside truth.

Leaders at Wegovy wanted a fresh take for their Truth About Weight unbranded campaign. The concepts of "Break the Cycle" for consumers and "Break the Pattern" for healthcare professionals was all about pushing beyond the ups and downs of weight loss by understanding the realities.

As part of Novo Nordisk’s continued desire to stay ahead of driving change in obesity, this brand planning tactic of “food noise” demonstrates a network takeover idea using anthropomorphic food characters and unique television segments.

As part of a pitch for Ionis Pharmaceuticals, we developed a campaign idea called “Know the CJD Signs”, specifically about how prevalent Creutzfeldt-Jakob disease (CJD) truly is and its common misdiagnosis.

We showcased an ad lob, web page, OOH ad, and conference materials showcasing how this idea would live in various mediums.

Every year, I have the privilege of delivering a creative 101 presentation to the summer interns. Since I began as an apprentice at my first position, it’s a great passion of mine to be a role model to the summer interns and apprentices and give them a glimpse of the advertising world.

The Zegalogue rebranding campaign focused on the "Moments That Matter" during severe hypoglycemic events.

With a completely new look and feel, an internal launch video was created to generate excitement around the rebrand for all employees to see.

How real is heart valve disease? We spoke to Edwards Lifesciences employees who were personally affected by HVD. What would you do if HVD severely impacted the life of your loved one?

This video brought out the true raw emotions of those impacted by HVD and allowed viewers to understand how severe this illness could be.

What could be more important than a disease awareness campaign around a condition that affects every individual?

Edwards Lifesciences has a portfolio of valve replacements, but their only desire was to create a campaign that would bring attention to echocardiograms. “Reach for the Heart” was created to emphasize the importance of this simple test that could help more individuals than expected.

Reach for the Heart because it matters to you and your loved ones.

The Valeant Pharmaceuticals to Ortho Dermatologics rebrand campaign was introduced at the 2017 Summer American Academy of Dermatology Conference, showcasing the 1:1 Derm Connections campaign. The rebrand centered around three core values: products, pipeline, and products. With a new video series, website, and various print and digital media materials, the Ortho Dermatologics name was here for the world to see.

Being part of the initial rebranding gave me the knowledge to continue on the rest of the Ortho Dermatologics brand as I remained lead copywriter for phase 2 (philanthropy) and phase 3 (pipeline).

The second phase of Ortho Dermatologics was centered around the company’s dedication to philanthropic efforts utilizing one of their scholarship programs called Aspire Higher.

I had the privilege of leading this video as a junior copywriter with the support of my Creative Director. I administered all of the pre-screening interview questions for the scholarship winner and judge in order to help craft the video story. After gathering their responses, I began writing the storyboard and script for the philanthropy video. I flew to set with my CD and AD to direct the video, prompting questions to the video subjects.

The third phase of Ortho Dermatologics’ rebrand included an emphasis on their pipeline featuring the head of Research and Development at Ortho Dermatologist and a dermatologist in the community who he worked closely with.

The video gave insight to the formulations stage of Ortho Dermatologics’ pipeline and how relationships with dermatologists are key in achieving product end results.

As part of the Ortho Dermatologics acne franchise, ONEXTON Gel was proven to be the acne product most efficacious for teens and young adults. The campaign created for Healthcare Professionals (HCPs), “All Aboard ONEXTON Gel,” was designed to inform HCPs that ONEXTON Gel is the treatment they could provide across all their acne patients.

The ONEXTON Gel patient campaign continued utilizing elements of the train concept for patients to be part of the experience of clearing up their skin with a tagline “Join the journey to clearer skin”.

Some other assets included skincare tips to be used on multiple marketing materials.

Retin-A Micro, a product of the Ortho Dermatologics acne franchise, distributed a second tolerability of 0.06% in addition to the already prescribed 0.08%. The “How Many Faces Can You Reach?” campaign communicated to HCPs the now available additional strength dosage to prescribe their patients, proving the two tolerability strengths acted as an impactful duo. The campaign was themed around putting the new dosage on display at a huge concert venue with the tagline. The campaign also emphasized a powerful delivery system and unique pump-controlled dispensing across both strengths.

As part of the launch team for CIMZIA, the campaign theme created was simply “Cleary For Her.” CIMZIA, a new indication approved for the treatment of plaque psoriasis, would be the first psoriasis biologic with little to no evidence of passing from placenta or breast milk. Thus, the campaign for CIMZIA targeted a demographic of women within childbearing age who could take their plaque psoriasis medication without worry of passing any side effects to their child. The goal of this campaign was to persuade HCPs into prescribing CIMZIA for all of their female patients who suffered from plaque psoriasis. By taking CIMZIA, women take control and plan ahead for life’s unexpected moments.

Our agency was offered the opportunity to pitch creative work for the consumer business of Altreno, an acne treatment for adult women.

The concepting group for this project included a group of women who were more excited than ever to come up with ideas for a demographic to relate to, as acne breakouts are very common among women. Background music of Beyoncé’s Diva played as girl power themes were being bounced around the room.

The first concept named I Got It reminds female adults that they deserve to get what they want. They have their professional lives where they are able to choose what lipstick is right, who their date is to the ballgame, and the shoes for the outfit. So why not choose the acne treatment that works?

The second concept of Go-To is all about women putting the ones they trust most first when it comes to their daily routines. Manicurists, hair stylists, and their best gal for advice all represent how they should also feel about what they use to treat acne. Who would represent their go-to?

One of the leaders of vaccines, Merck, is a company that best represents heritage and a line of products that work. We created concept ideas to pitch for their business that best represented these key values, targeting community and growth.

The first concept represents the different faces of Merck, and how the line of products influences every single person from childhood to adulthood.

The second concept emphasizes how Merck is the company that stands for community from generation to generation. They are the leaders of providing proper vaccines for your current family and family to come.

The company of Carling Communications became part of an even greater entity – a larger parent company named Fishawack Group of Companies. This video was created as part of new business pitch presentations to explain the expanded capabilities available through this new network.

For over 25 years, the Med Ad News Manny Awards have paid tribute to the creative work of agencies serving the healthcare market, their people, and contributors to the industry.

Carling Communications entered the competition for the category of Best Corporate Launch Campaign with the submission of the Ortho Dermatologics 1:1 Connections campaign.

This awards submission video showcased the campaign rebranding initiative and how the campaign illustrates the company’s rebirth and renewed values through a variety of programs.

The American Eye Cancer Association (AECA) was created with the sole purpose of bringing awareness to the public regarding the rare and deadly disease of eye cancer, also referred to as ocular melanoma. Kevin Kroll, President of the AECA, wanted to share his personal and emotional story of his experience with eye cancer so others could understand and take action.

Kevin and members of the AECA began efforts of educating the public through a sponsored charity fundraiser golf tournament, in which the AECA brochures would be handed out to participants and volunteers of the tournament. This was the first event where the public would see the associated materials and information about eye cancer.

As a holiday end of year project, a coffee book table was created to provide to our client. The intention with this book was for our client to keep in their office, share with colleagues, and see our appreciation for them and the work we were able to make together that year.

As part of an acquisition, Carling Communications was featured in a print ad for PM360 Magazine about the new partnership between us and our parent company. This ad represents a strong partnership between the UK based parent company and our US office. The concept began with witty lines about the connection between the two nations including the mention of biscuits to scones, and the grand decision remained was to include a sports relation.

The Carling Apprentice Program (CAP) is a six to eight week apprenticeship for recent college graduates, to be placed into full-time positions within the company upon completion. Roles included that of Junior Copywriter, Account Coordinator, and Project Coordinator. We created a series of brochures to hand out at all local career fairs for prospective college students. As someone who viewed these brochures at a previous career fair, I was excited to be part of the creation of these that would bring the next potential apprentices.

As part of a holiday gift to clients and employees, a canine calendar was created to represent all of the office dogs and our dog friendly environment at work. We had photoshoots for all of the dogs within our office. Each month came with a theme, as some of them featured multiple dogs together. Quotes from employees were also taken to include on the calendar around why working in a dog friendly office proved to be a positive experience for overall work moral. My favorite part was creating different job titles for dogs, such as Director of Paw-perations!