Unexpected
Maryland Health Connection / Broadcast Video, Social, Radio, OOH
Roles: Concept, Art Direction, Production Oversight, Graphic Design
Designed to reach uninsured individuals who forego open enrollment under the assumption that good health equals invincibility, this campaign directly challenged perceptions of high cost and low urgency. To prove coverage can be both essential and affordable, I shaped a visual and conceptual direction that rejected clinical scare tactics in favor of sharp, relatable humor. By spotlighting everyday, unpredictable life moments through vibrant art direction and punchy storytelling, the creative reframed health insurance as an accessible, common-sense necessity.
Results:
Record-breaking 182,166 enrollments
3% increase among Black Marylanders
9% increase among Hispanic Marylanders
Goal 30s
Sweat Pea 30s
Gol 30s
Social
After establishing the foundational visual direction and core static templates, I led our design team through the full suite of social deliverables. We used exaggerated, humor-driven scenarios to capture thumb-stopping attention in-feed, visually illustrating everyday mishaps to prompt uninsured audiences to reconsider coverage. The agile creative framework allowed the team to scale dozens of relatable life moments quickly while maintaining consistent brand cohesion and clear calls to action.
OOH
To meet target audiences in their daily environments, I directed the expansion of the campaign into high-impact Out-of-Home and retail digital placements across Maryland. The visual system was tailored for quick roadside readability and high-foot-traffic engagement, translating across city buses, highway billboards, and regional transit hubs. In grocery retail environments, I directed short-form checkout motion spots that delivered comedic, high-contrast visual hooks right at the point of everyday decision-making.
Content Creators
Partnering with our digital team, I helped guide a dual-channel social push to drive open enrollment across diverse demographics. For the launch of the brand’s new TikTok channel, I established creative concepts and visual framing that empowered internal employees to produce relatable, platform-native content from the inside out. Simultaneously, we partnered with local Maryland creators and professional athletes on Instagram, providing them with core campaign messaging while giving them full creative freedom to interpret the unpredictable nature of life in their own authentic styles.
Team
Account Partner Melissa Morales
SVP Creative Director Phillip Allen
VP Associate Creative Director Joe Brener
Art Director Stephanie Flores
Designer Isaiah Walker
Awards
Anthem Awards | Gold Health: Public Health, Product, Innovation, or Service.
AMA Baltimore MX | Grand MX Campaign of the Year
AMA Baltimore MX | Best Marketing Campaign of the Year
Hermes Creative Awards | Platinum Government Video
Hermes Creative Awards | Platinum Advertising Campaign
Summit Creative Awards | Gold Government Video