What if joint pain wouldn't stop texting you? For NewYork-Presbyterian's orthopedic awareness campaign, that disruptive idea became the whole strategy: joint pain personified as the one contact you can't shake, antagonizing the reader until NYP Orthopedics steps into the chat with the solution. Don't let joint pain give you a hard time.
My Role
Concepting: Led the concept and creative strategy for the piece.
Art Direction: Directed a designer and writer across direct mail, email, and a landing page where patients could schedule an appointment directly, keeping the concept consistent and the path to care clear from channel to channel.
Landing Page & Email
