PillPack: “This is PillPack” Campaign — “Sorting” :30 Broadcast Spot

Role: Writer, Producer, Editor, colorist

View the full campaign here.

The Brief

Shortly after joining PillPack, the CEO and CMO gave me the opportunity to create the brand's first television commercial. The initial pilot proved successful, opening the door to a larger campaign that would define the brand for years to come. Ironically, not being PillPack's target customer became an advantage. Without preconceived notions from traditional pharmacy advertising, I approached the category with fresh eyes, finding humor in familiar frustrations like waiting in line at the pharmacy and sorting medications by hand.

The Approach

I led the campaign from concept through final delivery, writing the scripts, casting talent, co-directing performances, editing, and final color. We chose a clean white cyc stage to keep the focus on the product and its value propositions, introducing simple set pieces only when they strengthened an individual concept. Each commercial was intentionally written to function as both a 15-second and 30-second spot—the shorter versions focused on product benefits, while the longer cuts layered in exaggerated humor around the realities of managing daily medication.

The Challenge

PillPack served customers from vastly different backgrounds, making broad appeal essential. At the time, customer acquisition relied heavily on call centers, where many prospective customers struggled to visualize how the service actually worked. As a result, some enrolled only to cancel after receiving their first shipment because the product differed from what they had imagined. Our challenge was twofold: convince an older generation to trust an online pharmacy while clearly demonstrating how the daily medication packets and monthly dispenser worked together as a single, intuitive system.

The Results

The "This Is PillPack" campaign became the brand's signature commercial series, continuing to run even after Amazon acquired the company. Across more than 20 spots, the campaign generated over 180,000 sign-ups and more than 50,000 new customers. At its peak, the series was responsible for 80% of all customer acquisition. Just as importantly, the campaign established my credibility with PillPack's leadership and ultimately earned me the opportunity to lead the launch of Amazon Pharmacy.

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