John Knecht

Creative Director / Writer (contract) with Edelman Chicago & New York and a talented team that included, to name just a few, Brian Wood, Michelle Tucker, Brett Dixon, Bryan Lee, Eric Yohnka, Stephanie Faleschetti, Cassidy Schultz, Jules Herrick, Aldo Gagliardi, Lisa Wunsch, Actor Jeff Bridges, Director Scott Cooper, Composer T-Bone Burnett, Director of Photography Masanobu "Masa" Takayanagi and editor Tim LoDolce.

Millions of immunocompromised Americans did everything right. Got vaccinated. Got boosted. And still woke up every morning knowing it might not be enough. They weren't sick. But they weren't safe. They existed somewhere in between, watching the world declare the pandemic over while quietly wondering if it was actually over for them as well.

So, we made a campaign for those people.

"Up The Antibodies," created with AstraZeneca, gave a largely invisible community a voice, a choice, and a reason to ask their doctor a new question: what if monoclonal antibodies could do what vaccines alone couldn't?

The insight was simple: 76% of immunocompromised patients already suspected they needed more protection. Only 26% were seeking it. The gap wasn't awareness of their condition. It was awareness of an option. So we closed it. With Jeff Bridges holding the room, and Kumail Nanjiani and writer Emily V. Gordon bringing something just as powerful; their own willingness to share it openly and give the campaign a human truth no script could manufacture alone.