Hospital Market Campaign
○ the situation
The goal of this project is to evolve the "We Show Up" platform to align more closely with the current consumer campaign while deepening the messaging structure. The focus is to keep the patient at the center of all communications, but with a differentiated approach that speaks to different audiences—consumers and colleagues within the top-name hospital system.
Grounded in reality.
● the solution
To achieve this, we strategically used music to set different moods, adapting it to suit the context of various messages. Visually, the campaign retains its established blue tones for brand consistency but have evolve to feel more “grounded in reality,” enhancing connections with core service messaging.
The imagery strategy combines in-studio and lifestyle shots for flexibility, using both stock and owned assets. Creative camera angles, such as POV shots, immerse viewers in the patient experience. The campaign also focuses on storytelling, using specific scenarios to highlight the "We Show Up" commitment, reinforcing the depth and impact of the top-name hospital system’s network.
My role within this project:
Art Direction (campaign and set)
Design and Layout
Typography
Strategy
Campaign TV Spots
◆ conclusion
We developed a flexible extension of the campaign that felt fresh, relatable and real. Beautiful imagery and visuals paired with thoughtful headlines and copywriting resulted in a memorable and favorable campaign.