Myriad Genetics

SR. ART DIRECTOR

At S50, I served as Senior Art Director on two Myriad Genetics campaigns: the award-winning "Get Ahead of Breast Cancer" and "For the Tireless." Both demanded the same creative challenge: translate complex medical science into messaging that felt human, urgent, and actionable for both providers and patients.

GET AHEAD OF BREAST CANCER

Myriad Genetics · Award-Winning National Awareness Campaign · 2022–2025

Goal:Create a national awareness campaign that made hereditary cancer screening feel essential and approachable for both OBGYNs and their patients during Breast Cancer Awareness Month.

What I made: Full campaign creative across print, social, digital, and point-of-care materials, including provider tools, patient-facing content, and a visual system built to work across every touchpoint.

How I approached it: Built a dual-audience strategy targeting both providers and patients simultaneously. Rather than leading with fear, the creative led with clarity — making genetic testing feel like a first line of defense, not a last resort. The insight driving everything: nearly 80% of women with a family history had never been tested, not because they were scared, but because nobody had made the next step feel obvious.

My role: Developed the concept and led all creative direction, visual development, and execution from brief to final delivery.

Results:

October became the highest provider-order month of the year
Rep engagement hit record levels, with providers calling materials "a consistent reminder" that never got lost in the pile
Local press drove direct patient inbound
Delivering a 25% increase in brand engagement and 45% increase in provider engagement year over year.
Re-run by the client in 2023, 2024, and 2025

" When you get an idea like this that everyone engages with and wants to talk about, you know there's something special."— Marie Mount, Senior Director of Marketing, Women's Health, Myriad Genetics

Provider Education (Point-of-Care)

A conversation-first campaign that turned education into action. The creative was built for the exam room and it worked. Provider engagement went up 25%, and that directly moved the needle on test requests, which increased between 65 and 75%. October became the highest ordering month of the year. When the right creative lands in the right place, the numbers follow. It worked well enough that the client brought it back in 2023, 2024, and 2025.

Social and Digital

The visual system extended from the exam room to social, built to be bold enough to stop a scroll and clear enough to drive action. Consistent creative across both channels helped build a recognizable campaign presence that kept patients asking the right questions.

Events + Community Outreach

The campaign also appeared in person, with creative features at major medical conferences and shared through cancer support groups. That visibility helped extend education beyond the clinic, spark peer-to-peer conversations, and make it easier for patients and survivors to ask for information about BRCA testing and next steps.

For The Tireless

Goal: Win back high-value breast surgeons who had lapsed 12 or more months, driven by misconceptions that germline testing was costly, lacked patient support, and was difficult to navigate.

What I made: A video-led, multi-channel win-back campaign including streaming video, LinkedIn ads, OOH placements, premium digital banners, and a supportive landing page designed to remove every barrier to re-engagement.

How I approached it: Repositioned Myriad as an empathetic, reliable partner rather than a transactional vendor. The creative acknowledged the burden surgeons carry and met them where they were, with messaging that felt supportive rather than salesy. Media strategy included premium placements in the New York Times and The Economist to reach surgeons in high-attention environments.

My Role: Co-led concept and full visual direction alongside the ACD, from strategic brief to final execution.

Results