The Ask:
In a world dominated by instant-care clinics and self-diagnosis via "Dr. Google," Central Florida’s largest primary care network needed to reclaim its connection with millennials. Orlando Health required a multi-channel campaign to make routine primary care feel accessible, modern, and relevant to a younger demographic—all while remaining cohesive under their established master brand umbrella.
My Role:
As Art Director, I partnered with a copywriter to develop the core creative concepts, headlines, and visual design direction. I led the visual execution, navigating the balance of crafting a fresh tone tailored specifically to a millennial audience while maintaining strict alignment with Orlando Health’s corporate brand standards.
Strategy & Creative:
We tackled the perception gap by shifting primary care from an intimidating clinical chore into a modern, relatable lifestyle priority. To give the client versatility across different channels, we created two distinct visual and narrative directions centered around real-world millennial habits and daily management.
We then scaled the creative into a full 360° rollout—spanning digital display ads, custom landing pages, print, billboards, mall out-of-home placements, and radio spots. By framing routine healthcare around everyday priorities like #adulting, the campaign successfully demystified primary care and re-established Orlando Health as an approachable partner for a younger generation.
