During my time at BPD Advertising, I worked across multiple healthcare clients on our roster. I worked on several different campaigns which each typically had the following placements: print (magazine), OOH (billboard), social, digital ads, and storyboards for TV commercials. Here’s one particular example that was done for Adventist Health.

To kick this project off, our creative team usually consisted of 1-2 art directors like myself, a copy writer, strategist (at times), and a creative director for minimal oversight as we went on. The idea of “Made for more” is pretty self-explanatory and one that was aimed to resonate with individuals experiencing joint pain, to bring the expertise of the hospital top of mind. Rather than leading with the expertise and potentially coming off as arrogant or cold, we went with something more human, personal, and geared around those important moments in our lives. We then broke down what some of those moments might be. This is where we developed many and then edited back a bit. We also wanted to ensure that these moments would cover lots of different individuals in our demographic, things that made sense for the targeted region, age group etc.

We then created a few examples of each of these, to really sell the idea. Once the client was on board, we began building our library and ensuring that every file was precise and matching all of the vendor specs.