Myriad Genetics
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
Problem: OBGYNs were under-recommending hereditary cancer screening, not from lack of concern, but from a lack of the right conversation tools. The brief: make MyRisk® + RiskScore® feel essential, not intimidating, during Breast Cancer Awareness Month.
Insight: A Myriad survey revealed the barrier wasn't fear. It was a knowledge gap. Nearly 80% of women with a family history had never been tested. One in three didn't think they qualified. The campaign's job was to make the next step feel obvious.
The Approach: A dual-audience campaign that gave OBGYNs the tools to start the conversation and patients the confidence to have it. Creative led with clarity, not urgency, making genetic testing feel like a first line of defense.
My role: Originated the concept, led all visual and creative direction, and drove 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
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. Creative built for the exam room drove record provider engagement, direct patient inbound, and the highest ordering month of the year, repeated across three campaign cycles
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
Problem: High-value breast surgeons who had previously ordered through Myriad had gone quiet, lapsed 12+ months, driven by misconceptions that germline testing was costly, lacked patient support, and was difficult to navigate.
Solution: A video-led, multi-channel win-back campaign built to reposition Myriad as an empathetic, reliable partner. Creative ran across streaming, LinkedIn, OOH, and premium digital placements, driving to a landing page designed to remove every barrier to re-engagement.
My Role: Co-led concept and full visual direction alongside the ACD, from strategic brief to final execution.
Results
+30% increase in landing page inquiries
+18% lift in test requests vs. prior year
Placed in premium environments including the New York Times and The Economist
OOH ran across NYC subway and street-level placements
