UW HEALTH “MASTERPIECES”
Integrated BRAND Campaign

CREATIVE DIRECTION & COPYWrITING

So much of healthcare marketing looks, feels and sounds the same: heroic doctors, flashy technology, cliché patient portrayals. It seems easy to lose sight of the “why.” But that one-size-fits-all mentality has expired. The patients — their unique backgrounds and future ambitions — are what it’s all about.

The Masterpieces campaign is disruptive in the healthcare market’s approach to storytelling. We set out to prove that UW Health champions a different approach to healthcare innovation — one entirely inspired by patients. The stories we created aren’t about charts, facts and figures. They highlight humans as complex beings, with multifaceted lives that need to be understood as part of the healthcare journey. They’re told from the patient perspective, requiring a special balance of authentic tone and meaningful medical details.

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To further position UW Health as creative and innovative thinkers, we collaborated with animation powerhouse, BUCK, to bring our character stories to life. Our team proposed an art style that Buck’s team hadn’t tackled before: conceptual painting + paper + fabric themes.

We collaborated to ensure the final portrait at the end of each spot would feel like a truly intricate masterpiece, with brush strokes, shadow, and a handcrafted feel representative of the precision medicine and care provided by UW Health. We carefully aligned on each element of the collage to express the layers of storylines in each UW Health patient’s narrative.

The final works emphasize how UW Health sees patients as unique, vibrant masterpieces and paint UW Health as a visionary leader committed to personalizing the human care experience.