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Blue Cross

Creative Direction

Blue Cross needed to develop a campaign that authentically represented their most valued asset—their customers. They wanted to highlight the diversity and individuality of their customer base in a relatable, human way while reinforcing their brand's commitment to serving real people. The challenge was to create visuals that would resonate emotionally with audiences, capturing everyday moments in a variety of settings.

All Work

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  • Creative Direction
  • Consulting

In partnership with OMEK agency, I helped with creative direction and assisted in execution of the campaign, from initial concept through final image In partnership with OMEK agency, I helped with creative direction and assisted in execution of the campaign, from initial concept through final image
selection. Over the course of a week, we captured authentic moments in a variety of locations, including local shops, homes, and outdoor areas, highlighting selection. Over the course of a week, we captured authentic moments in a variety of locations, including local shops, homes, and outdoor areas, highlighting
the personal connection Blue Cross has with its customers.the personal connection Blue Cross has with its customers.

This campaign hinged on the insight that health insurance isn’t just about coverage—it's about knowing and caring for people as individuals. By showcasing everyday people in familiar settings, the brand could reflect a sense of trust, reliability, and personal connection, which are key to customer loyalty in the healthcare industry.

NEXT PROJECT

Waffle ME UP

2023
Waffle Me Up
BrandingCreative DirectionPhotographyVideo Production