Integrated Campaign | Creative Direction
I’M RIGHT HERE
A research-driven brand platform launched in the 2018 Super Bowl, still active today.
Context
Built to launch big and hold up for years.
St. Elizabeth Healthcare needed a research-driven brand platform that could carry an emotional, differentiated promise into a crowded regional healthcare market, one built to launch big and hold up over years of iteration.
Action
From concept to Super Bowl launch.
As internal creative and brand lead, I guided strategy, concept development, and long-term stewardship of I’M RIGHT HERE in collaboration with agency partner GSW, launching during the 2018 Super Bowl with an integrated rollout across TV, digital, OOH, print, and radio, and a formal campaign style guide for consistent systemwide use.
Result
An Emmy win, and a campaign still running today.
Won the Commercial category at the Ohio Valley 55th Annual Regional Emmy Awards, performed above industry norms in relevance, persuasion, and action in qualitative research, and is still active today, having evolved through multiple iterations, now IRH 4.
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