"Moments"

Winner – 2019 Aster Awards -Silver
TV/Video Advertising – Healthcare System

People still confuse AltaMed with just being for seniors, instead of an all-lifestage healthcare provider.

So we turned a :30 broadcast media buy into a “mini brand campaign" with back-to-back :15 spots that also run as digital pre-roll.

Juggled multicultural cast in a single production to create in-language and in-culture spot versions running across diversely targeted media.

Results (Post Launch):
• 50%+ increase in website sessions vs prior year
• 44% more Open Enrollment leads and appointments generated vs prior year

  • Role Creative Director, Copywriter
  • For AltaMed
  • Date 2018
  • Type Broadcast & Digital
  • URL AltaMed.org

Directed by Carlos Cuarón for AlteredLA. Sound mix by Jaime Zapata for Tono Studios. Music by Gustavo Farías.

Campaign evokes individual life moments that directly address AltaMed’s multiple service lines—all under the “Grow Healthy” brand platform.

Scenarios strategically involve a variety of ages and ethnicities, reminding audiences that AltaMed isn’t merely for the aged.

Still photography was conducted on a parallel with video production, creating a visual asset library for digital display banners, paid social ads, landing pages and website content.

Multi-ethnic casting and subtle variations in art direction enabled us to leverage single locations for alternate spot versions targeting diverse Anglo and Hispanic customer segments.

Spanish “Breakfast” Version

Spanish “Run/Walk” Version

Spanish “Treadmill” Version

Spanish “Tooth Fairy” Version

Two of the four scenarios were extended into :30 direct response versions, specifically addressing Open Enrollment—in dual languages. Entire production was executed under a single budget, in a two-day shoot, maximizing client ROI.

English Open Enrollment Direct Response

Spanish Open Enrollment Direct Response

Results (Post Launch):
• 50%+ increase in website sessions vs prior year
• 44% more Open Enrollment leads and appointments generated vs prior year