We partnered with a queer, lifetime HIV-survivor photographer to capture the raw, authentic stories of 8 people living with HIV, representing merck's 6 key global markets (france & Western Europe, west Africa, US, brazil & Mexico).
We vetted over 132 casting videos, of 10 mins each, to find our 8 advocates, leading to a grueling but deeply rewarding 10-day shoot in Atlanta.
We vetted over 132 casting videos, of 10 mins each, to find our 8 advocates, leading to a grueling but deeply rewarding 10-day shoot in Atlanta.
The team delivered a staggering ecosystem of back-to-back assets under hyper-strict medical, legal, and CRT review cycles. Including a completely new visual identity, global brand guidelines, a fresh stock library, a hero video, sizzle reels, social assets, and the major AIDS2026 Brazil booth and event.
The impact of this project didn't just change Merck's corporate reputation: it fundamentally changed human lives. Through this creative process, some participants found the courage to come out publicly about their status or sexuality. In a beautiful display of real-world connection, one participant who was experiencing homelessness secured a lease thanks to a friendship formed with another participant on set.
Witnessing this transformational journey has profoundly changed all of us as professionals and as people.
This wasn’t just a successful campaign; it was a masterclass in resilience, creative bravery, and radical collaboration across disciplines.
This team didn't just deliver a scope of work: we poured our hearts into life-changing work
This wasn’t just a successful campaign; it was a masterclass in resilience, creative bravery, and radical collaboration across disciplines.
This team didn't just deliver a scope of work: we poured our hearts into life-changing work
Made with ♥ by Weber Shandwick
Group Creative Director: Daniela Varela
Associate creative director - ART: Lindsay Miller
Associate Creative Director - Copy: Morgan Biles
Art Director: Hazel Cho
Video Editors: Alex Morrow, Joe wong, Lizi Brooks
Senior producer: Spencer pinckney
Production house: anyday
videographer: camilo chao
photographer: KIA LA BEIJA
Account directors: jesse tarlton, Susan Gamso, Nicole Lynch
medical strategist: grace haselhorst
MSD/Merck client leads: kristina rey, thomas Braga
special Thanks to our 8 participants: Luis, Gigi, sheidera, Iana, mitch, beza, shohei, tae
Associate creative director - ART: Lindsay Miller
Associate Creative Director - Copy: Morgan Biles
Art Director: Hazel Cho
Video Editors: Alex Morrow, Joe wong, Lizi Brooks
Senior producer: Spencer pinckney
Production house: anyday
videographer: camilo chao
photographer: KIA LA BEIJA
Account directors: jesse tarlton, Susan Gamso, Nicole Lynch
medical strategist: grace haselhorst
MSD/Merck client leads: kristina rey, thomas Braga
special Thanks to our 8 participants: Luis, Gigi, sheidera, Iana, mitch, beza, shohei, tae
