For NewYork-Presbyterian's orthopedic awareness campaign, I helped concept and art directed a multi-channel campaign built around a simple but disruptive idea: what if joint pain wouldn't stop texting you? The campaign personified joint pain as that one contact you can't shake, constantly antagonizing the reader until NYP Orthopedics steps into the chat with the solution. Don't let joint pain give you a hard time.
I directed a designer and writer across direct mail, email, and a landing page where patients could schedule an appointment directly. Each channel drove to the next, keeping the concept consistent and the path to care clear.
Landing Page & Email
