At FCB New York, My partner Kate Degen and I were invited by Roxane Schneider and Pieter Claeys to help bring a very special idea to life for the leading bladder leak pad brand, Poise.

Across the U.S., millions of women live in health deserts, where they are unable to access healthcare. But Poise pads have access to these women that healthcare providers don’t. So we worked with a team of scientists to turn Poise pads into a brand-new diagnostic tool. I wrote copy, interviewed scientists, and learned what it takes to turn a great idea into a Cannes Lion-winning one.

‘Drops of Hope’ won two Gold, four Silver, and two Bronze in 2025.

CDs/Concept: Roxane Schneider and Pieter Claeys
ACD/Copywriter: Lyndsey Stormer
Senior Art Director: Kate Degen
Senior Art Director: Fabio Barros
Chief Creative Officer: Michael Aimette
Global Creative Partner: Danilo Boer