Creating awareness for a regional healthcare provider
Tift Regional Health System in Tifton, GA, became Southwell—a bold new name with a fresh identity. My challenge? Elevate brand presence, align with community expectations, and drive awareness for this exciting rebrand.
Produced while still social distancing during the pandemic, I developed the concept for and art directed this broadcast television spot for Piedmont Healthcare. Traditional video shoots were not possible, so I selected stock footage curated to create a cohesive production quality complimented by custom screen graphics and titles.
I created Well. With you.—a concept that bridges the importance of wellness across diverse audiences while building trust in regional healthcare providers. The client loved it, and I managed the roll out of a dynamic, multi-platform campaign spanning brand awareness and specialty care. From art directing custom photo and video shoots to spotlighting real patients and doctors, I brought authentic, human-centered storytelling to life.
The campaign aimed to capture the region’s attention at every touchpoint—print, TV, social, display, and even Spotify—ensuring the new brand was everywhere they looked and listened.
The Well. With you. concept struck a chord, giving the client a fresh, relatable face and winning over patients old and new. Its success has kept Southwell trusting our agency with its marketing since 2022.
