Blue Cross
Creative Direction
The campaign launched in 2020 and has continued to evolve through 2024, with licensing extended due to its success.
- 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 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.
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.
