Craig Falzone Creative

For the health tech startup’s first large-scale ad campaign, the idea was to do the exact opposite of what anybody had seen before from the DTC brand -- lead with the benefits, not the features. The emotional, not the rational. The customer, not the product. You get the idea. We showed our target audience in the middle of doing what they love, which is often a solitary pursuit, usually early or late in the day. And we showed them that they’re not alone — because InsideTracker is right there with them, guiding the way.

The campaign consisted of print, broadcast, online video, online banners, landing pages, email, and social media.

My contributions included creative direction, content strategy, concepting, copywriting, and video production.