SHAWN M. GAUTHIER

As Content Director for medical apparel company Jaanuu, I oversaw the internal creative team’s content and copy lane including strategy, concepting, and execution from brand campaigns to product launches. 

For our 2022 Pride product launch, we were tasked to concept a campaign that celebrated our LBGTQIA community while being cognizant of a fraught political landscape that put personal liberties at stake. We decided to take the issue head-on with our “Free To Be Me” campaign—empowering our community to take back their liberties by showing up as their most authentic selves.

We cast real healthcare professionals as our talent and asked them to tell their stories. The result was an honest, forthright campaign that enabled our community to share who they truly are and connect as a whole—to be open, true, and free. 

I drove concepting and copy, and partnered on creative direction.