Client
Pfizer
Year
2025
Role
Sr. Art Director
Results & Recognitions
Developed a scalable 16-slide motion and design style guide.
Unified social media presence across different aspect ratios.
Established a signature "Blue 20" rotoscoping treatment for brand consistency.
Identified a wordmark for the “The Power of Knowing” segment.
Hand off a client-approved style guide back to Development.
The Power of Knowing
A comprehensive visual and auditory identity system for Pfizer, designed to communicate the brand's commitment to clarity and scientific progress. This system establishes a cohesive language across social, video, and internal communications to highlight the human impact of medical data.
Challenge
Following an initial phase that lacked brand cohesion, I was tasked with pivoting the creative direction to bridge Pfizer’s established identity with a fresh, modern approach. Pfizer needed a way to connect the gap between complex technical data and human-centric storytelling. The challenge was to create a flexible design framework that could scale across multiple social aspect ratios, while maintaining a high-end, clinical-yet-approachable aesthetic.
Approach
I developed a "bracketed" visual language—using adaptive rounded-corner containers—to literally "frame" the data. By combining rotoscoped interview subjects with a curated "Tech meets Human" B-roll strategy, we created a visual depth that feels both innovative and grounded. The soundscape was carefully selected to mirror this, balancing hopeful piano with strong, rewarding crescendos.
Precision meets Perspective: A bracketed design system that puts the human story at the center of the data.
See below some of the style guide pages provided back to the video developers to recreate the series in the new look-and-feel.
