Dupixent & DIANA TAURASI | ECZACTLY LIKE ME
Widely considered the GOAT of women’s basketball, 20-year WNBA veteran and Olympic gold medalist Diana Taurasi has many stories to tell, but for her, one of the most vulnerable and emotional ones is the story of her struggles with eczema. Since she was in college, Taurasi has grappled with flare-ups of this chronic disease, at one point even wearing full arm sleeves (which she got fined for) because she was so embarrassed about how the skin on her arms looked. This campaign was the very first time Diana had spoken publicly about her struggles—or even about having eczema at all.
Eczactly Like Me was, for Diana and the millions living with eczema, an opportunity to feel a sense of belonging—of not being alone in your experience. So many people look to Diana as a role model and a WNBA legend, but behind all that, she’s just another person who has struggled with a condition that sometimes felt out of her control… until she discovered treatment with Dupixent.
Working closely with Taurasi, I led 1-on-1 interviews with her to get the full picture of her story, which then led to the creation of video concepts, scripts written in her voice, shot lists, and production guides—all of which culminated a 9-hour production day with Taurasi in her hometown of Phoenix where we captured footage to create 5 different social-first videos.
We created both branded and unbranded content to be posted on Diana’s channels and Dupixent social, accompanied by post copy (also drafted by me) and widely disseminated. And, yes—if you were wondering—I did come up with the program name, Eczactly Like Me.
The story was a huge splash, garnering millions of impressions and generating earned media coverage from outlets that included GQ, ESPN, Cosmopolitan, Outsports, Athleisure Magazine, and more.