EMGALITY

THE ASK: Emgality (from Eli Lilly) wanted to tap into a younger crowd with relevant cultural stories told by celebrities with lives impacted by migraines.

THE EXECUTION:  I steered them towards Pitchfork to work with a musician in a branded lookalike of the popular series Critical Breakthroughs. Through the video we showed how creatives can persevere through the pain to come up with some of their best material.