Role: Creative director; Art director; set designer
The UF Health Orthopaedics and Sports Medicine Institute wanted a campaign that would stand apart from traditional healthcare advertising while showcasing the breadth of its services. Rather than relying on clinical messaging or focusing solely on physicians and procedures, I concepted The Rushing Family. A fictional, accident-prone family whose fiercely competitive nature and active lifestyle made orthopedic injuries an inevitable part of life. Through humor and relatable storytelling, the campaign shifted the focus from injury to recovery, celebrating the moments patients want to get back to.
Designed as an integrated television and print campaign, each execution introduced another member of the Rushing family, creating a memorable advertising platform that could evolve over time while highlighting different orthopedic specialties. The lighthearted tone and recurring characters gave the Orthopaedics and Sports Medicine Institute a distinctive voice that felt approachable, memorable and authentically human without compromising the credibility of the UF Health brand.
Although the campaign was initially placed on hold because its humor was viewed as a departure from the organization's established brand voice, later audience testing confirmed that the creative approach resonated strongly with consumers. The campaign was ultimately approved and launched successfully, reinforcing an important lesson in brand strategy: when grounded in audience insight, unexpected creative approaches can become some of a brand's most memorable and effective work.
