Unexpected

Maryland Health Connection is an organization that helps the people of Maryland figure out which health insurance plan is best for them based on benefits and price.

Unexpected is a campaign that targets eligible health-care holders to sign up for health insurance because you never know when you’ll need medical care. The campaign focuses on the humorous, relatable left hooks life can throw our way.

Alongside my copywriter, our goal was to create videos and static assets that showed life’s unexpected moments in a lighter tone to show more serious scenarios in a way that wouldn’t alienate the audience. In collaboration with a local Baltimore production team, we created two videos with different scenarios to target a wider audience. One video targets parent with children. Second video targets our younger, single demographic. We knew our second video would be televised during the World Cup in both English and Spanish, so we made the theme of the video soccer related to further engage the audience. In addition, in collaboration with the design team, we created static social posts, animated videos and Tik Tok’s that further informed unexpected moments and the importance of health insurance in these scenarios.