Role: Creative Director (concept through execution, end-to-end)
Scope: 360 campaign concept, social ad creative, theater wall ads
The Problem
Getting an MRI the traditional way means a doctor visit, a referral to a specialist, another referral for the scan itself, then waiting on insurance to approve it, then paying out of pocket anyway once it hits your deductible. Weeks can pass before a patient even gets in the door, let alone gets an answer.
TaylorMed MRI skips all of that. No referral, no insurance approval, $399 a scan, appointment as soon as the next day. That's a genuinely disruptive offer in healthcare, but only if people actually understand what they're being offered. The campaign's job was to make that contrast impossible to miss: the slow, expensive, bureaucratic way people assume healthcare has to work, versus the fast, transparent way TaylorMed actually works.
The Process
I led the campaign as creative director from concept through execution, working directly with the President of the company to shape the message and get it approved.
We knew exactly who we were talking to: people dealing with pain or injury who either couldn't get a fast answer through the traditional system or didn't want to wait weeks to find out what was wrong. Once we knew that audience, the strategy was to meet them everywhere they already were rather than betting on a single channel, so we built this as a true 360 campaign from the start.
The Solution
"Cut Through The Red Tape" became the core idea: name the exact frustration people already feel about the traditional healthcare system, then position TaylorMed as the fast, simple alternative.
That message flexed across:
Social media ad creative, built to stop the scroll with the contrast between the old way and the TaylorMed way.
An alternate social campaign track, giving the message room to work across different platforms and formats.
Theater wall ads, putting the same message in front of a captive, local audience outside of a feed entirely.
Same core insight, adapted to fit how people actually consume each channel, rather than one ad reformatted three different ways.
The Outcome
The campaign translated directly into business growth. Revenue increased enough that TaylorMed was able to open several new locations, taking the model from a single site to a growing regional business.