Telling real stories through a women's services campaign
Client
St. Joseph Health
My Role
Art Direction Campaign Concept
My Deliverables
Mood Boards Print Mockups Pitch Deck
Challenge
St. Joseph Health wanted to promote women's services like preventative screenings, reproductive care, and health checkups. But every hospital promotes services. The real challenge: many women don't prioritize their own health, and for some, self-care feels selfish.
Approach
Health isn't the absence of illness, it's what enables you to follow your passions. Copywriter Janet Champ and I developed a campaign showing what happens when women prioritize their health: they're ambitious, passionate, unstoppable. Each poster featured a real woman with her own achievements, paired with the tagline "Because healthy can take you anywhere." I art directed the visuals to feel bold and iconic, matching the strength of each woman's story.
Internal Campaign
In-cinema Spot
Impact
This was developed as a strategic pitch and offered a framework for healthcare marketing that moved beyond service promotion to values-based connection.
The Team
I worked closely with Janet Champ, who developed the campaign copy.
