SIMON L MASON
cREATIVE + STRATEGY + LEADERSHIP

PORTFOLIO

Selected Work

Tamiflu

TV | Print | Digital | OOH

Insight: Despite the seriousness of the flu, most people still treat it like a little cold.

What if: Tamiflu made it undeniably and unforgettably clear: aches, fever, and chills, AKA the flu, is always a BIG deal—and that it requires prescription Tamiflu?

Novavax

TV | Print | Social: TikTok | Case Study

Insight:
By the time Novavax was ready to launch, the media was fully saturated with talk of the virus and vaccine—many people were tired of being preached to about the need to get vaccinated.

What if:
Novavax focused on the idea of moving past COVID-19?

Case Study

Social: TikTok

Good RX

Pitch Work | Launch Campaigns

“Nah, I’m Good”

Insight: Many patients and HCPs simply don’t know how much unnecessary money is being blown on allergy medications.

What if: Everyone knew that saving money on meds was as simple as saying?

GoodRX marks the spot

Insight: People are fed up with healthcare being too expensive and they want help finding ways to save.

What if: GoodRx was the instantly recognizable (and unforgettable) hero who’s always there to search for, and find you, savings?

$ in the Bank

Insight: In the minds of our audience, GoodRx first and foremost needs to own SAVING MONEY (on meds for allergies or various conditions).

What if: GoodRx was represented by the ultimate icon of saving money, while instantly and memorably communicating savings on medications?

Rituxan

Print: Brochure cover

Insight: Like so many other chronic and debilitating conditions, Rheumatoid Arthritis keeps too many people from spending time doing the things they love.

What if: RITUXAN could break through the noise of so many pharma ads promising to let people “do what matters most,” by saying it in a unique, ownable, and memorable way?

Cancer101.ai

Launch Video | AI App Demo Video

Insight: The vast majority of healthcare information is not health literate. This causes confusion, poor decision making and, ultimately leads to poor health outcomes. For someone recently diagnosed with cancer—who is overwhelmed and scared—the issue is particularly critical.

What if: We created the first ever AI-driven tool, that was extremely easy for anyone to use—so you didn’t need to be an expert prompt engineer to get health-literate cancer information. And what if all the sources were scientifically reliable, with no danger of hallucinations or misinformation?

AI App Demo Video

Launch Video

Tecfidera

TV | Print

Insight: For a long time, MS treatments were either administered by IV or subcutaneous injection. Because Tecfidera was only the second disease modifying treatment available in a pill, many people living with MS did not believe it would be effective at controlling relapses or disease progression.

What if: We could get our audience excited about getting the same benefits as an IV or SubQ treatment, but from a PILL and get them to completely reimagine MS treatments?

Cortisol in Control

Insight: Some patients living with type-2 diabetes are unable to control their blood sugar despite doing all the right things. Too often, they are frustrated, confused, and feeling guilty—they worry that, somehow, they are to blame.

What if: We could make it immediately and memorably clear that it’s NOT their fault—because it is not them in control, it is their cortisol?

Vumerity

TV | Social: TikTok | Case Study

Insight: Like many serious and chronic diseases, when people are first diagnosed with MS, they feel their world crumbling… “What will this mean for who I am?” And the reality is, the world is filled with too many pharma ads telling people with various conditions that you can still be you.

What if: Vumerity broke through the clutter by doing something no one else was doing… releasing a catchy and memorable song?