Role: Associate Creative Director
Contribution: Concept, creative direction, print design, web design
Sequel had a lot they wanted to say when they launched twiist, their Oreo-sized AID
System for diabetes. Approved for Type 1 with Type 2 clearance on the way, they had a
big audience they needed to speak to.
To stand out, they wanted the brand to feel bright, fresh, and fun. At the same time,
they wanted to be serious about ease of use for their patients, and to highlight the
incredible soundwave technology that powered twiist. Coming out of research, we
combined a lifestyle story with a device-centric payoff, and the “that’s the twiist”
campaign was born.
We produced a massive amount of content, creating enough video content for a year’s
worth of social, CCTV, and OLV spots, leading up to a sponsorship of the premiere of
The Bachelorette. The spots were supported with print and web materials, mental
health materials for people with diabetes and their caregivers, and a series of
testimonials from real twiist users.
The campaign made waves. We won Bronze in “Creative & Strategic Communication” at
the 2026 Saniss Awards for both Consumers and Professionals. And we won “Best Patient
or Consumer Product Design” at the 2026 Creative Floor Awards.
