PIFELTRO PAID SOCIAL BRAND REMINDER CAMPAIGN

Merck | PIFELTRO®

Concept Development / Social Design / Illustration / Motion Design

Pharmaceutical Design

Paid Social

Campaign Design

Motion Design

Illustration

Overview:
Developed as an integrated paid-social campaign, the PIFELTRO brand reminder explored the question, “In moments of change, what keeps you grounded?” The campaign included a 30-second vertical animation and supporting static content cards created for additional social placements, including Match Group platforms. When usage and compliance requirements ruled out live-action footage of the campaign models, the concept transformed patient-inspired moments—including singing, community, salsa dancing, and companionship—into stylized line drawings and watercolor textures.

Role:
I developed the visual concept and carried the animated ad from storyboard through final delivery. I created the line-art illustrations, animated the continuous drawing system and watercolor reveals, established the pacing and transitions, integrated music and on-screen messaging, and adapted the visual system across the supporting social content cards. The approach created a cohesive, flexible campaign while preserving the warmth, humanity, and patient-focused storytelling of the PIFELTRO brand.

PAid social illustration and animation

  • Challenge: Create an engaging branded TikTok ad rooted in authentic patient experiences when live-action footage and direct use of the campaign models weren’t available.
  • Solution: Develop stylized, generalized line-drawn figures inspired by the patient stories, then connect each scene through one continuously animated line.
  • Brand connection: Use watercolor washes from the established PIFELTRO visual system to add warmth, personality, and continuity with the patient brochure.
  • Execution: I carried it from concept and storyboard through illustration, animation, pacing, music integration, and final vertical delivery.

View of full illustration. Camera moves to the right, following the line being drawn, as splashes of watercolor fill the subject in focus.

Campaign Extension: In-App Content Cards

The animated concept was extended across Tinder and other Match Group platforms through a series of vertical content cards. Each placement translated the watercolor and continuous-line illustration system into a static format, highlighting individual stories of singing, salsa dancing, and companionship while reinforcing the shared “Life changes. Stay grounded.” message.

Key ConTRIBUTIONS

  • Concept Development
  • Art Direction
  • Illustration
  • Animation
  • Sound Editing