While serving as Art Director at Group 5 Advertising, I led the creative development of an integrated awareness campaign for North Florida Regional Medical Center focused on educating consumers about ejection fraction (EF)—one of the most important indicators of heart function. Because "ejection fraction" is a complex clinical term unfamiliar to many patients, I developed a campaign built around a simple, memorable idea: "You can't spell LIFE without EF." The concept transformed an intimidating medical term into an instantly recognizable visual and verbal mnemonic, making it more approachable while encouraging patients to learn an important number that could ultimately save their lives.
The campaign was designed as an integrated television, radio and print initiative, using bold typography and a clean graphic style to communicate a complex medical message with clarity and impact. Rather than relying on traditional live-action production, the television concept employed kinetic typography and animated graphics to reinforce the campaign's central idea. As Art Director, I was responsible for campaign concept development, art direction, design and storyboarding, creating a cohesive visual system that translated seamlessly across every medium. Although the television spot was never produced, the storyboard demonstrates how a single strategic idea was designed to scale into a unified, multi-channel campaign.
