The most meaningful pediatric stories aren't about illness—they're about possibility. In collaboration with our Communications Director, I helped develop a campaign that shifted the focus away from diagnoses and toward the dreams that exceptional pediatric care helps make possible. Through patient interviews and collaborative story development, we uncovered each child's unique aspirations, transforming those dreams into optimistic stories that celebrated childhood, resilience and imagination.
I concepted the creative platform, developed the visual style, illustrated each environment, directed the photography and designed the integrated print campaign, including advertisements, billboards, banners, digital advertising and supporting collateral. During production, I directed each child through playful green screen sessions, encouraging natural movement and authentic expressions that became the foundation for the final artwork. I then partnered with our internal video team and fractional animator Tom Bittikoffer, to extend the campaign into a series of animated television commercials, ensuring the visual storytelling remained consistent across every medium.
The result was an integrated campaign that celebrated what children are capable of becoming rather than what they had overcome. By allowing imagination to lead the narrative, the campaign created an emotionally engaging expression of the UF Health Pediatrics brand while demonstrating the life-changing impact of compassionate, family-centered care.
