Tylenol's Family Definition
Digital Activation • TV
What is it
As a family brand, Tylenol wanted to celebrate family inclusion. We partnered with the Miriam Webster Dictionary to expand the actual definition of the word "Family", by allowing users to enter whatever definition of family they see fit outside the classic "Mom, dad, and kids". A TV spot was created to launch the program.

Why it died
"Political conflicts" were cited two days prior to the program launch, and it was scrapped.
My Role
Creative direction • Conceptualizing • Copywriting • Art direction

Talented creative team
Sean Ellman • Christopher Franzese • Eric Weisberg