2 Minutes With … Emily Knight-Kristoffersen of The Considered

Emily (aka KK) is a scientist turned copywriter and creative director. After completing three science degrees and working in a lab, she discovered the world of healthcare advertising. Since starting as a copywriter, KK has served at DDB Remedy and Havas Lynx (both in London), Saatchi & Saatchi Wellness (Sydney), McCann Health (New York) and now The Considered.

We spent two minutes with Emily to learn more about her background, her creative inspirations and recent work she’s admired.

Emily, tell us …

Where you grew up, and where you live now.

I was born in the U.K., grew up in Spain and now live in Miami.

How you first got interested in health.

I’ll give credit to the French series Once Upon a Time … Life (Il était une fois… la Vie) for making me fall in love with both human biology and animated storytelling at a young age.

One of your favorite projects you’ve ever worked on.

I’m going to say the “Kidney & Kidney” campaign, because I have never laughed so hard on a shoot (not something you hear often in pharma).

A recent project you’re proud of.

SpeakUpMan.com. Reproductive freedom is very important to me, and I think the recent attack on it is one of the biggest human rights issues of our time. The campaign was a true labor of love. We had no budget and so many amazing people contributed their time and talent for free. It showed me what we are capable of when we believe in something.

One thing about how health is evolving that you’re excited about.

VR and AR are smashing barriers and making healthcare and education much more accessible. I recently read a story about conjoined twins with a fused brain who were successfully separated after hundreds of professionals around the world spent months collaborating and trialing surgical techniques in virtual reality.

Someone else’s work, in health or beyond, that you admired lately.

“The Most Beautiful Sound” for capturing the noise of cancer cells dying.

A book, movie, TV show, or podcast you recently found inspiring.

The MaddAddam Trilogy by Margaret Atwood is a terrifyingly plausible vision of the future. If that’s too heavy, then Ted Lasso for the warm and fuzzies.

A visual artist or band/musician you admire.

I find Jennifer Packer’s paintings mesmerizing. She combines fidelity with abstraction in a beautiful and powerful way.

Your favorite fictional character.

In recent times Tanya, Jennifer Coolidge in The White Lotus. She made me laugh, cry, cringe, yell at the TV. 

Someone worth following on social media.

The TSA. Their Instagram account is hilarious. A great example of not taking yourself too seriously when dealing with serious subject matter. 

Your main strength as a marketer/creative.

Empathy.

Your biggest weakness.

Fear of failure.

What you’d be doing if you weren’t in health.

If I had to choose a different career, it would probably be psychology or filmmaking.