Claire Myers

Graphic Designer

I’m an award-winning, Cincinnati based creative with over ten years of experience in design. I believe that brands find the most success when they understand and genuinely meet user’s needs. So, I’m happiest when I’m able to employ my aptitude for strategic thinking to craft holistic consumer experiences that do just that. I love to learn and find joy in creative collaboration. Fortunately, my work in a variety of design fields and cross-disciplinary environments has provided ample opportunities for both.

Most recently, I found success at Organic where I played a key role in conceptualizing and executing an award winning campaign resulting in unprecedented results for our animal healthcare client. When I wasn’t dreaming up large-scale campaigns or developing new brand identities, I was designing marketing communications where I worked to ensure even the smallest element was working it’s hardest.

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Want to get in touch? Contact me at clairemyersdesign@gmail.com

ADVANTAGE FAMILY LAUNCH AWARENESS CAMPAIGN

A Criminally Effective Campaign

Elanco’s “Welcome to the Family” campaign introduces pet owner to a family of parasite prevention products that embraces what pet protection is really about: murder (flea murder, that is). The campaign leverages dramatic visuals and dark humor to break through the cuddly white noise of pet protection advertising while positioning the Advantage Family as a powerful ally any pet parent would be glad to have on their side.

The “Welcome to the Family” campaign won gold at the 2023 VETTY Awards^® for excellence in marketing in the animal health care industry.

Creative Director: Gretchen Fontova, Copywriter: Lauren Bishop

CLIENT

Elanco, 2023

ROLE

Creative concepting, strategy, art direction, design

AWARD

2023 VETTY Awards gold medal

The Challenge

Doing more with less

Avoid consumer confusion while marketing a collection of previously disconnected products under a new family brand
Stand out from competitors with the client mandate: “make us uncomfortable”
Do it all without a new video or photo shoot

The Challenge

Doing more with less

Embracing Discomfort

Ideating like crazy

We explored a wide range of concepts that turned uncomfortable truths into opportunities to connect with pet owners. Ideas ranged from refreshingly straightforward to completely ludicrous, but each challenged Elanco to fearlessly own what their products are really about — and how that benefits consumers.

Embracing Discomfort

Ideating like crazy

Welcome to the Family

The criminally effective awareness campaign

Most consumers feel a little squeamish around the topic of death. But when it comes to flea murder, pet parents have no qualms. Our campaign introducing Elanco’s collection of products as a lethally effective crime family was an unprecedented success, resulting in the highest number of views an Elanco awareness campaign had seen.

Welcome to the Family

The criminally effective awareness campaign

1.3+ Billion Views

In social media channels

Bold headlines and punchy reveals arrest consumer attention. I created dramatic imagery themed around flea death and organized crime to expand the Advantage Family’s story while creating intrigue.

1.3+ Billion Views

In social media channels

65% Increase

Click-through rate for online videos year-over-year

I drew on noir, mafia, and comic book tropes to develop a distinctive illustration style and dramatic narrative that delighted viewers while igniting their interest in this unique family of products.

65% Increase

Click-through rate for online videos year-over-year

40% More Time

Spent by visitors on landing page

The landing page picks up where ads leave off, expounding on the Family’s benefits. Family member introduction cards guide pet owners seamlessly down the purchasing funnel by incorporating individual brand assets and benefits within the context of a police investigation board.