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Ivan Blotta of Eversana InTouch on Self-Motivation
Infusing healthcare marketing with passion and wit
With 19 years of experience, Ivan is currently group creative director and head of art at Eversana Intouch N.Y., where he is responsible for elevating craft and execution across the HCP and DTC businesses. Other stints in health include 21GRAMS, Saatchi & Saatchi Wellness and PrecisionEffect. Ivan has also worked at Razorfish and Wunderman Thompson for brands such as Jeep, Unilever, Dunkin’ Donuts, Hotels.com, LATAM Airlines and others.
Personal projects that support society and culture include #LawsNotTweets, the first digital platform to pin politicians’ tweets in the wake of mass shootings against their actual voting record. Another is Roe v. Bros, which uses comedy to educate people on women’s reproductive health.
We spent two minutes with Ivan to learn more about his background, his creative inspirations and recent work he’s admired.
Ivan, tell us …
Where you grew up, and where you live now.
I grew up in Barão Geraldo, in the state of São Paulo, Brazil. I currently live in Montclair, N.J.
How you first got interested in health.
I’ve been surrounded by scientists all my life. My mom is an immunologist who dedicated her career to teaching and research at a top university. From an early age, I’d listen to stuff about “macrophages,” “leukocytes,” “toll-like receptors” and even memorized the name of the disease from her thesis—”paracoccidioidomycosis.” That’s not a typo. My wife is also a scientist (she’s a medical strategy director at a healthcare marketing agency).
One of your favorite projects you’ve ever worked on.
“Inequality You Can’t Ignore.” This has been a labor of love. The goal was to show healthcare professionals the impact of racial bias on the treatment of breast cancer for Black women and encourage them to sign up for bias training. I love how we combined photography, storytelling, technology and localized media placement to help address a serious issue.
A recent project you’re proud of.
“Hippocrites,” a short film about a broken oath in reproductive health. Released on June 24—the two-year anniversary of the Dobbs ruling that overturned Roe v. Wade—it was directed by the female duo SWAN and done in partnership with Wisp. The film shines a spotlight on how current reproductive laws force doctors to break their Hippocratic Oath and become hypocrites against their will.
One thing about how health is evolving that you’re excited about.
I’m excited at how storytelling and craft have evolved. The industry has come a long way, and brands are experimenting with narratives beyond clichés.
Someone else’s work, in health or beyond, that you admired lately.
Egale Canadaa’s “Help Us Remain” (Cossette) is a movie I’d like to watch in the theater. Claritin’s “DiversiTree” project (Energy BBDO) is a great example of going beyond selling a product by helping fight allergies in a completely unconventional way. Moderna’s “Ashe Versus” (TBWA\Health) is a mixed-media delight. Sol Cement’s “Sightwalks” (Circus Grey Lima) excels in helping the vision-impaired with inspired simplicity.
A book, movie, TV show, or podcast you recently found inspiring.
I’m sure most people have already watched Severance, but I’m finishing my second watch and getting hyped up for Season 2. Kudos to Ben Stiller, Dan Erickson, Jessica Lee Gagné and anamorphic lenses. Such a brilliant show.
A visual artist or band/musician you admire.
Larry Graham, Prince, Djavan, Nelson Freire, Julian Lage, Yamandú Costa, Oscar Peterson, Domi & JD Beck, Yussef Daves, Hamilton de Holanda, Nate Smith, João Donato, Christian McBride, Vanessa Moreno, Hiromi andJosé James.
Your favorite fictional character.
Someone worth following on social media.
For all the jazz nerds out there: give Open Studio a follow. They have taken music education and vertical video shorts to the next level.
Your main strength as a marketer/creative.
Being self-motivated. Being passionate about the work I do. Attention to detail.
Your biggest weakness.
I wish I’d wake up less grumpy.
Something people would find surprising about you.
People think I’m from every country but Brazil.
What you’d be doing if you weren’t in health.
Walkin’ the bass in a jazz trio somewhere at the Blue Note, Village Vanguard, Smalls or Birdland.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
