Real Love
Music Partnership · Sync Strategy · Artist Strategy
Making a healthcare message sound — and feel — more human.
Partner
Project
Eli Lilly needed a music solution for the national launch of EBGLYSS that could bring emotional recognition to a category where advertising can easily feel clinical. UnitedMasters was brought in to find the right sound and artist — ultimately connecting the campaign with Trevor Jackson, an Indianapolis native whose own family experience with eczema gave the partnership personal relevance.
After exploring custom-cover demos from multiple artists, UnitedMasters landed on Trevor Jackson’s interpretation of Mary J. Blige’s “Real Love” to soundtrack the national EBGLYSS campaign. The partnership launched during the Grammys and extended beyond the spot into broader awareness storytelling, with Jackson drawing on his family’s experience with eczema to bring greater personal and cultural relevance to the campaign.
My Contribution
- Translated the client brief into an artist and music opportunity, helping shape the path from healthcare message to cultural expression
- Explored and evaluated music and talent routes across UnitedMasters’ brand, artist and sync ecosystem
- Supported the custom-cover and artist solution through development and execution
- Coordinated brand, artist, sync and agency stakeholders to move the partnership from concept to launch
Collaborative — across brand, artist, sync and agency teams.