GENENTECH ALL EYES ON DME

My role: Creative Director and Art Director. Responsible for the full campaign vision, from look and feel through production.

Diabetic Macular Edema (DME) is one of the leading causes of vision loss in people living with diabetes, and yet it remains vastly underdiagnosed, particularly within the Black community. The insight driving this campaign was simple and human: members of the DME community told us they wanted to use humor to explore a topic that felt heavy and stigmatized. So we took that seriously.

All Eyes on DME is a first-of-its-kind, unbranded disease awareness campaign built around comedy as a vehicle for health education. The goal was to meet patients where they are, not where the healthcare industry assumes they should be. We partnered with Damon Wayans, whose personal connection to diabetes gave the campaign an authenticity no amount of scripting could manufacture, and brought the program to life with a live comedy event and panel discussion at Sony Hall in New York City in April 2026.

The result was something that felt less like a campaign and more like a community moment: part stand-up show, part real talk about vision health, entirely on the audience's terms. It was the kind of work that earns attention because it respects the people it's trying to reach.