Description
For many people, obesity is a lifelong struggle. As we age, health becomes increasingly important to enjoying the years we've saved for, sacrificed for and earned.
In partnership with Wieden+Kennedy Portland, today, Lilly debuted its latest campaign, "A Life Covered," which marks a milestone: Lilly obesity medicine is now covered through the Medicare GLP-1 Bridge program for eligible Medicare Part D beneficiaries.
"A Life Covered" advances Lilly's effort to challenge category norms and bring conversations about the lived experience of obesity into cultural spaces. As Lilly's fourth major campaign addressing longstanding assumptions and stigma around obesity, it builds on a broader creative platform reshaping how obesity is represented and understood.
Anchored by a flagship film, the campaign tells a deeply personal story about living with obesity across a lifetime and how access to medicine offers hope for the future. Weaving together memories, photographs and artifacts, the film illustrates the lasting burden of obesity while reflecting an experience shared by millions. The work reinforces Lilly’s belief that putting health above all means fighting to make medicine more accessible for those who need it.
This professional campaign titled 'A Life Covered' was published in United States in August, 2026. It was created for the brand: Eli Lilly & Company, by ad agency: Wieden+Kennedy Portland. This Integrated medium campaign is related to the Health and Pharmaceutical industries and contains 3 media assets. It was submitted 35 minutes ago.
Credits
Client: Eli Lilly & Company
Project Name: A Life Covered
Content Type: Film, OOH, Video/Static Social
Launch Date: July 1, 2026
Client Contacts
Senior VP and Chief Marketing Officer, Consumer: Lina Polimeni
Associate VP, Marketing, Lilly Masterbrand: Lucia McBroom
Senior Director, Brand Campaign & Strategy: Marc Mazarin
Associate, Lilly Brand Campaigns: Ava Cassel
W+K Portland
Global Chief Creative Officer: Karl Lieberman
Chief Executive Officer: Neal Arthur
Chief Strategy Officer: Andy Lindblade
Executive Creative Director: Pierre Jouffray
Executive Creative Director: Derek Szynal
Creative Director: Caitlin Alexander
Sr. Art Director: Sorenne Gottlieb
Copywriter: Sara Muchnick
Production
Head of Production: Orlee Tatarka
Executive Producer: Hayley Goggin
Senior Producer: Jennie Lindstrom
Director of Business Affairs: Edith Ortiz
Executive Producer, Art: Heather Smith Harvey
Business Affairs Manager: Athena Bubenik
Integrated Traffic Manager: Anastasia Bubenik
Account
Global Managing Director: Tobey Bennett
Brand Director: Megan Riehl
Management Supervisor: Leila Chee
Brand Manager: Gino Joasil
Assistant Brand Executive: Jonas Bray
Creative Operations
Head of Creative Operations: Christina Kim
Creative Operations Manager: Neil Sandhu
Strategy
Head of Brand Strategy: Henry Lambert
Brand Strategy Director: Bianna Nikdel
Strategist: Jovan Lim
Strategy Resident: Ivana Wade
Media
Group Media Director: Emily Dalton
Media Supervisor: Jordyn Jackson
Design Studio
Head of Design/Ops + Production: Alicia Kuna
Design Director: Michael Frediani
Design Producer: Sarah Starr
Designer: Olivia Brown
Production Design Specialist: Vicki Liu, Jim Ward
Retoucher/3D Artist: Frazer Goodbody, Amy Ellers
Print + Fabrication Manager: Kristin Holder
Copy Editor: James Yu
Photographer: Daniel Jack Lyons
Production Company: Skunk
Director: Kwedar + Bentley
DP: Linus Sandgren
Founding Partner, Executive Producer: Matt Factor
Executive Producer: Rani Melendez
Head of Production: Rob D'Aloisio
Line Producer: Ritu Paramesh
Production Designer: Caitlin Byrnes
Editorial Company: Joint PDX
Editor: JB Jacobs
Sr. Cutting Assist: Charlie Harrington
Assistant Editor: Micole Joyner-Cottle
Head of Production: Catherine Liu
Post Executive Producer: Annie Maldonado
Sr. Post Producer: Becca Riehl
VFX Company: Trafik
Lead Flame Artist: Andre Arevalo
VFX Executive Producer: Karena Ajamian
VFX Sr. Producer: Stephanie Allis
Color Company: Trafik
Colorist: Mark Gethin
Color Assist: Jacob Suffern
Color Head of Production: Rebecca Boorsma
Color Executive Producer: Angella Zappella
Music Company: Joint PDX
Composer: Caroline Shaw
Composition: Plan & Elevation: V. The Beech Tree
Label: New Amsterdam and Nonesuch Records
Sr. Producer/Music Supervisor: Louise Woodward
Music Producer: Samuel Eisen-Meyers
Head of Production: Catherine Liu
Executive Producer: Annie Maldonado
Sound Design + Mix Company: Field Day
Sound Designer: Morgan Johnson
Mixer: Noah Woodburn
Executive Producer: Leslie Carthy
