Telling the story of a well-known and effective fertility treatment is an interesting challenge. Looking at the competition, we quickly understood no one had really tapped the underlying emotional issues that come along with infertility. So we used some primary research to crack the code. 

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​We set up one-on-one interviews with women who had used Clomid both successfully and unsuccessfully to try to understand the deeper archetypical needs.

What we discovered is that infertility is a classic "hero's journey" starting with the call to action, initial refusal to the call, the innermost cave, and finally, returning with the elixir. Making the woman the Hero makes an effective framework and lets Clomid be both the guide, and the elixir.

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Doing all this and creating a website in three months is an example of how working with a small, senior team can get things done where a traditional agency, with its incumbent meetings and layers would not.