2025 UF HEALTH BRAND CAMPAIGN

Working with our partner agency, NYC-based DeVito/Verdi (DV), we built a powerful campaign highlighting several unique patients stories. As we say at our Human Progress Has No Finish Line microsite:

“UF Health takes pride in transforming the lives of each patient who walks through our doors, guiding them throughout their path to recovery with world-class care. Our commitment to helping our patients recapture their quality of life has yielded outstanding outcomes that continually earn us national recognition. We remain determined to tackle even our patients’ greatest challenges so that each generation is healthier than the last. Many brave patients face seemingly insurmountable odds as they experience the fight of their lives. Overcoming that adversity is made possible when their tenacity meets the power of modern medicine and the dedication of experts at UF Health. Their remarkable journeys serve as our inspiration to continue pushing the boundaries — with leading-edge treatments, pioneering research and compassionate care — to impact more lives. Each story is a testament to science and empathy working hand in hand to redefine what’s possible.”

So, what role did I play in bringing this campaign—these stories—to life? Just about everything. You might have called me the “producer” of this campaign. To break it down, I manged all the production logistics, plus weighed in on the creative concepting and storytelling for both the commercials and the long-form stories. I guided our location scouts all around north Florida, assembled the production crew, created every production schedule for every shoot (there were many!), managed each production shoot, and managed the workflow between my production team and DV. I was part of the review team that gave DV guidance on editing each of the five commercials you see below (my team and I edited and produced the long-form stories entirely). My production crew handed all the footage we shot to DV, who took it from there to create the final assets (:15s and :30s). I also interviewed each of the subjects in all the long-form stories.

I’m extremely proud of this campaign, especially since my creative services team that I direct was the production crew (video/photo/sound/lighting, everything) that brought these stories to life. I say this to my team often: find me another internal production team at an academic health system anywhere in the world that can pull off what we pulled off. Oh, and we also were the production crew for our Summer Olympics campaign. I want to thank my team, who made this magic! And I want to thank DV and UF Health for their confidence and trust that we could make this magic. Enjoy!

Austin’s Commercials + Long-form Story (need)

Alecia’s Commercials + Long-form Story

Keri’s Commercials + Long-form Story

Steve’s Commercials + Long-form Story (Need)

Riley’s Commercial (We haven’t yet produced her long-form story)

Enjoy these BTS photos!