Break the conventions of healthcare advertising.
Mayo Clinic has held the #1 U.S. hospital ranking for seven consecutive years. The brief: translate that clinical reality into a campaign that shifts brand preference among patients facing serious, complex medical decisions without looking like any other healthcare ad ever made.
Three spots. National reach. A category redefined.
As Brand Creative Director and Art Director, I contributed to all aspects of the campaign alongside Mayo Clinic's internal creative team and world-class production partners. "Imaginable," "Predictable," and "Seeable" launched nationally via a PGA sponsorship and in key local markets, with digital and pre-roll extensions.
Pursuing Possible.
The campaign created the platform. This episodic content series deepened it. Each film takes a cinematic, documentary approach, letting Mayo Clinic's own experts reveal the ideas, technologies, and human determination behind breakthroughs happening right now. Photography direction, digital advertising, and a dedicated content hub brought the series to life across every touchpoint.
Statistically significant brand preference lift and a platform built to last.
Post-launch, Mayo Clinic recorded a statistically significant increase in brand preference among their serious and complex patient audience. The campaign reinforced the #1 hospital standing and was recognized by Muse by Clios for its visual ambition and departure from category norms.