HEALTH CARE
MIKE GOLDBERG | CREATIVE DIRECTOR
I'm a general creative director with health care experience. I worked at Healthy Grey, part of the Grey Group in NYC on Advil, Robitussin, Humira and a dozen other brands. I was also the creative director at a WPP. biotech agency in San Francisco. My role was to integrate the various disciplines from animation, motion design, UX and video bringing strategy and creative direction to projects for Genentech, Biogen, Lilly and many others. I also developed an experiential campaign for the Red Cross, San Francisco and a campaign for California phones for the hearing and visually disabled. I created a campaign for Tobacco Free California that's featured in Luerzers Archive and is in the permanent collection of the Poster Museum of NYC. My background also includes working the frontlines at several Harvard Medical School teaching hospitals, including head mental health counselor on a locked Psychiatric unit and a researcher in a neonatal intensive care unit.
TOBACCO FREE CALIFORNIA
MIKE GOLDBERG: EXECUTIVE CREATIVE DIRECTOR | COPYWRITER | DESIGNER TODD ANTONY: PHOTOGRAPHER
Big tobacco has been targeting minorities using racist tactics for decades. This campaign, for California's tobacco free effort Illustrates how big tobacco "sees" minorities and brings awareness to the fact that targeting still goes on to this day. The digital campaign has been featured in Luerzers Archive Magazine and is in the permanent collection of the Poster Museum of NYC.
GENENTECH
MIKE GOLDBERG: CREATIVE DIRECTOR | SENIOR DIRECTOR OF CONTENT
Genentech’s objective was to create awareness of the 10 signs of stroke as these symptoms are subtle and can be mistaken for everyday behavior. This campaign was designed to dramatically illustrate the 10 signs through a mix of live action and motion design. The challenge was in articulating an internal symptom through an external technique. The videos have been well received and more than achieved their goal of expanding awareness of stroke symptoms to the general public.
GENENTECH WEBSITE
BIOGEN
MIKE GOLDBERG: CREATIVE DIRECTOR | SENIOR DIRECTOR OF CONTENT
The Brain Road Show is a webisodic video series for the biotech neuroscience company, Biogen. They wanted to educate the public on a broader level. The Brain Road Show features two hosts who travel from city to city using an oversized augmented reality brain as a vehicle to engage the public bringing neuroscience to the world. In a podcast format the hosts discuss various neuroscience issue with experts.
GSK
MIKE GOLDBERG: CREATIVE DIRECTOR | SENIOR DIRECTOR OF CONTENT
This integrated campaign for GSK focused on how women take different paths on how they handle Lupus. “Actor”, “Warrior” and “Caregiver.” The objective was to bring awareness to normal human reactions to the disease and the importance of working with a physician to treat it properly.
CALIFORNIA PHONES
MIKE GOLDBERG: EXECUTIVE CREATIVE DIRECTOR | COPYWRITER | DIRECTOR
In a world of designer iPhones this integrated campaign featured oversized, not aesthetically pleasing phones that had a far greater purpose. Helping the hearing and vision disabled connect to the world and family.
RED CROSS
MIKE GOLDBERG: EXECUTIVE CREATIVE DIRECTOR | COPYWRITER
The Red Cross’ objective was to make Northern Californians more aware and prepared for an earthquake. The premise “Build A Kit. Make A Plan. Be Informed.” was translated creatively into a digital and experiential campaign throughout the Bay Area. During an earthquake, when indoors it is highly recommended to get underneath a strong desk. As a demonstration, a bus stop was converted into an experiential example of an earthquake safe zone. The campaign accomplished it's goals and had great public success.
