Great work is never built alone.
These are a few projects I’ve had the privilege to produce, lead and help bring to life.
Some reflect hands-on production. Others represent the teams, talent and production leadership behind the work. All of them were built through collaboration, trust, craft and a shared commitment to getting the idea right.
And while I’m proud of the work itself, what stays with me most are the people, partnerships and experiences behind it.
AMERICAN PARKINSON DISEASE ASSOCIATION
“Do What You Love” PSA
BUILT WITH HUMANITY
Some projects stay with you long after the work is finished. This is one of mine.
“Do What You Love” brought together real people living with Parkinson’s to share their stories, passions and the lives they continue to lead beyond their diagnosis.
My role went far beyond producing the campaign. I spent time with our ambassadors, helped translate when needed, listened to their stories and became a hands-on source of support throughout the production. Creating an environment where they felt comfortable, respected and cared for was just as important to me as what we captured on camera.
Stories this personal deserve the strongest possible team. We were working with a nonprofit budget, but the APDA and the Parkinson’s community deserved the same care and craft as any major campaign. So every choice was intentional. I chose a director who knew how to let real moments unfold and an editor who could shape hours of honest footage into something true to each person. Music mattered just as much. We needed a sound that felt hopeful without ever tipping into sentimental, and it became the heartbeat of the piece. Every decision came back to one question: will this honor the people who trusted us?
This was truly a labor of love and a reminder of why I chose healthcare storytelling in the first place. When people trust you with their stories, you have a responsibility to honor them.
FROM CARLOS
“From the moment we started working together, I knew this was going to be something special. Zully brought so much care and dedication to this project, and it showed in every single moment. Being part of the APDA PSA during Parkinson's Awareness Month has been one of the most meaningful experiences of my life. My wife and I are truly grateful for the way Zully handled everything with professionalism, warmth, and respect for the message we wanted to share.”
Carlos Perez
APDA PSA Participant
ALCON AIR OPTIX NIGHT & DAY
“Bedtime Stories”
BUILT WITH CRAFT
A tight budget doesn't mean lowering the creative ambition. Sometimes it means being even more intentional about where you invest.
For “Bedtime Stories,” I knew we needed a director who could tell a beautifully nuanced story and a cinematographer who could create something visually rich within the campaign's dimly lit world.
I brought together director Peter Chelsom and cinematographer Janusz Kamiński, who had just been Oscar-nominated for Lincoln. It was an unexpected caliber of talent for the budget and immediately gave the client confidence that we were approaching the work differently.
The result was a dream team that elevated the storytelling, raised the creative bar and gave the client something beyond what they thought the budget could deliver.
Knowing where not to compromise is one of the most important parts of producing.
ALCON COLORS
“Through My Eyes & Color On Your Level”
BUILT WITH TRUST
Sometimes production leadership starts long before the cameras roll.
Alcon Colors sat at the intersection of healthcare and beauty, a category our agency had not yet established. As the business evolved, there was a real possibility that the work would move to a sister agency with deeper beauty experience.
By building a strong relationship with the client grounded in trust, understanding what they needed from both the creative and production, and demonstrating that we could deliver at the level the brand required, I helped keep the business and build a new capability within our agency.
It was no easy feat, and that's part of why this work means so much to me. Great production can deliver a campaign. Great partnership can help build a business.
OTEZLA
“Live in the Moment”
BUILT WITH CALM
The work feels effortless. Getting there wasn’t.
“Live in the Moment” was an ambitious, multifaceted campaign with a tight budget, an expedited timeline and high expectations. There were a lot of moving parts, and keeping the team, client and production moving forward with confidence required just as much attention as the production itself.
My role was to stay close to the work and the people behind it, helping navigate challenges, create clarity and keep everyone focused on what we were trying to achieve creatively. When the pressure increased, staying calm, finding solutions and giving the team the support they needed became just as important as managing the work.
The result was Ned, a memorable character at the center of a playful, cinematic campaign that gave Otezla a distinctive personality and helped the brand stand apart in a crowded category. The campaign went on to receive industry recognition, including being named a finalist in the 2024 DTC Advertising Awards.
This one reminded me that production leadership isn’t always about being the loudest person in the room. Sometimes it’s about absorbing the pressure, creating clarity and giving everyone around you the confidence to keep moving forward.
RHAPSIDO
“First Pill of Its Kind”
BUILT WITH RESILIENCE
Ambitious ideas rarely make it to the finish line exactly as they began. The job is knowing what to protect along the way.
Coming off the success of the unbranded “It’s Never Just Hives” campaign, expectations for Rhapsido were high. The creative was ambitious, visually unexpected for the category and designed to make the brand feel different from the moment it entered the market.
We brought on a director who understood how to create the visual effects the idea demanded without allowing the technique to overpower the human story. But bringing that vision to life was anything but straightforward.
Over the course of a long production, the project navigated evolving creative, complex medical and legal approvals, multiple EP transitions and the realities of balancing ambition with what could ultimately be produced and approved. Through every change, my role was to provide continuity, keep the production moving forward and make sure the client always felt supported by a strong, consistent production lead.
The original creative vision ultimately had to be simplified, but we never lost sight of what made the idea special. The result was still a distinctive launch campaign that introduced Rhapsido with energy, visual impact and a point of view that felt different for the category.
This one reinforced something I’ve learned many times over my career: great production leadership isn’t about protecting every element of the original idea. It’s about knowing which elements matter most, adapting when necessary and protecting the heart of the idea all the way to the finish line.
BUILT OVER TIME
Healthcare has been a defining part of my production career.
For more than 20 years, I’ve had the privilege of bringing complex healthcare stories to life across pharmaceuticals, vaccines, medical aesthetics, specialty and rare disease. The work spans brands, categories and platforms, but the goal has always been the same: make complicated ideas human, meaningful and beautifully crafted.
Explore Healthcare Work →