Waterhouse Unscripted with Creighton Anderson, Creative Director

Tell us a bit about your creative background. How does your experience help meet our clients’ needs?

I didn’t take a straight path into life sciences marketing—thankfully. My background spans big-brand consumer work, healthcare launches, and a whole lot of strategic storytelling in between. As a kid, you could find me sketching Nike ads in the margins of my homework trying to figure out why some things stuck in your brain and others didn’t. That curiosity has stayed with me.

Professionally, I’ve led creative for everything from sports brands to first-in-class biotech innovations. Over the years, I’ve learned how to take complex science and shape it into something human, something that really moves people. At the heart of everything I do is the belief that great creative should feel inevitable—like it couldn’t have been done any other way. And to get there, you have to balance insight, strategy, and a large serving of boldness.

I like to think of myself as a strategist who thinks like a storyteller and designs like a human. Clients come to us with hard problems to solve. I bring a creative lens, deep industry knowledge, and just enough mischief to keep the work fresh and unexpected.

What excites you most about the creative opportunities ahead for Waterhouse and for our clients?

At Waterhouse, we’re not just checking boxes but we’re building brands that people actually feel. We’re in this sweet spot where science is evolving faster than ever, and audiences are craving meaning, not just messages. That’s exciting! I see huge potential to craft multi-sensory, story-driven experiences that stretch across channels, surprise our audiences, and actually make them care.

I want us to be the agency that biotech clients come to when they don’t want “the usual.” The one that isn’t afraid to add a little humanity to the clinical. The one that finds emotion in the data and isn’t afraid to take a calculated risk. There’s a lot of white space ahead; I say we paint all over it.

Waterhouse has three core values—Lead the Way, Partner for Success, and Deliver Extraordinary. Which resonates with you the most, and why?

“Deliver Extraordinary” resonates most with me. In an industry where good often feels like enough, I believe in pushing creative beyond expectation—to surprise, inspire, and connect on a deeper level.

Delivering Extraordinary means never settling for safe or expected. It’s about crafting work that sparks something real in its audience, and that reflects the highest level of strategic thought and creative execution. That’s where extraordinary lives, and it’s what I strive for in every project.

How do you feel about creative in the age of AI? What role (if any) do you think AI should play in the creative process?

I see AI as an accelerant tool to the creative process, not a replacement for it. Tools like Midjourney and ChatGPT have allowed me to explore visual directions and narrative variations at a much faster pace. But the heart of creative still lives with the human touch. I use AI to build momentum in early ideation or to visualize possibilities that might otherwise be too laborious to conceive, but I believe the final product should always be filtered through human instinct and craft. I firmly believe that AI will allow us to work faster, which will allow us to deliver more, which will allow us to hire more illustrators, photographers, creatives, etc.

What was your first or most random job?

My most random job was as a trivia host at a local college bar. It taught me how to hold a room, read an audience, and keep things interesting on the fly. Oddly enough, those are still core skills I bring into every client meeting and creative presentation.

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