KEYTRUDA

THE ASK: Pharma brands wanted entry to the GQ market through video content, but GQ spent years deliberately avoiding the subject matter.

THE EXECUTION: I approached the topic of lung cancer through a sports lens—a subject area GQ was expanding at the time—with highly stylized camera work that connected with GQ’s editorial decision makers and led to organic posting on their channels, a coup for Keytruda as GQ will only post branded content on dark social.