I WROTE A JINGLE
The Ask: Turn existing materials into YouTube pre-roll for a patient support resource
HERConnection was designed as a support resource for women navigating a specific type of breast cancer. The original request was straightforward: adapt existing materials into YouTube pre-roll ads with a limited budget. But the opportunity felt larger. This wasn’t simply awareness work — it was a chance to help patients recognize and remember a resource designed for them.
What I Found: Attention wasn’t the problem. Recognition was.
The audience skewed older, primarily women 60+. If they were searching for information related to treatment, they were likely looking for reassurance, clarity, and hope rather than highly produced or trend-driven creative. Traditional pre-roll risked blending into the background. The challenge became creating something emotionally memorable without increasing complexity.
The Reframe: The campaign didn’t need louder visuals. It needed a recognizable sound.
Instead of relying only on visuals, we explored how sonic branding could create familiarity and emotional continuity across the patient journey. Music offered a way to feel supportive, hopeful, and easier to remember.
The Insight: Familiarity creates comfort
Older audiences often have strong associations with jingles and mnemonic advertising. We saw an opportunity to use that familiarity intentionally. We developed a hopeful musical direction designed to feel reassuring rather than promotional and extended it into a broader sonic identity.
The Idea: Build a sonic system around HERConnection
I concepted a jingle-led approach for the campaign and I wrote the jingle, produced the music track, and presented the direction internally before bringing it to the client. The response was strong enough that the client expanded the budget to record professionally with a musichouse and vocalist.
The sonic system was then carried into additional materials to create consistency and recognition across touchpoints.
My Role: Concept development + sonic creative leadership
I developed the campaign concept, wrote the jingle, produced the original music track, helped establish the sonic direction, and collaborated across teams as the work expanded.
This moved the project beyond adaptation work into a broader branded experience.
The Outcome: Expanded investment and broader patient integration
What began as a limited pre-roll request evolved into a larger creative investment.
The sonic identity extended beyond digital placements and was eventually used in treatment offices, helping reinforce HERConnection as a supportive presence throughout the patient journey.