Calm In The Chaos
Maryland Health Connection / Broadcast Video, Social, Radio, OOH
Roles: Concept, Art Direction, Production Oversight, Graphic Design
Designed to reach Marylanders who forgo open enrollment due to cost hesitation, perceived invincibility, or daily decision fatigue, this campaign reframed health insurance as a tangible buffer against life’s inevitable chaos. To prove affordable plans deliver critical stability during major milestones such as career transitions and expanding families, I guided a creative direction that rejected generic clinical tropes in favor of visceral, relatable human tension. By capturing authentic everyday turmoil through dynamic art direction, the visual narrative positioned Maryland Health Connection as an accessible, stabilizing force when life becomes unpredictable.
Results:
Nearly 214,000 Marylanders enrolled in a private health plan
Black enrollment went up 33%
Hispanic enrollment went up 30%
30s
Radio
I directed the creative approach for two distinct statewide radio spots designed to meet commuters throughout Maryland. The primary spot featured an endorsement from NFL star Daron Payne to cut through broadcast clutter and challenge invincibility among young adults. A separate public service announcement ran alongside it, delivering a clear, no-nonsense breakdown of affordable plan options to convert listener awareness into immediate enrollment.
Social + Digital Display
For the digital rollout, I established an agile mixed-media design system built for high-frequency social and display placements. The art direction juxtaposed unbothered, confident residents with chaotic, swirling illustrative vector debris to dramatize the contrast between being uncovered and protected. This unified visual identity converted messy life transitions into digestible, relatable narratives, positioning Maryland Health Connection as the stabilizing constant that allows diverse demographics to remain unphased when life gets unpredictable.
To intercept Marylanders in high-density daily environments, I directed a focused Out-of-Home rollout tailored for commuter train station interiors and point-of-sale grocery networks. Inside regional rail and metro stations, I engineered the mixed-media visual system for maximum visibility along pedestrian concourses and platform waiting areas, capitalizing on commuter dwell time with high-contrast typography and expressive character portraiture. In retail grocery spaces, I directed short-form motion spots for checkout screens, delivering quick visual hooks that engaged captive shoppers right at the point of routine errands.
OOH
Team
Account Partner Melissa Morales
SVP Creative Director Phillip Allen
Senior Copywriter Allie Babin
Art Director Stephanie Flores
Designer Isaiah Walker