Austin Services Campaign - 
“A-Team in A-Town”

Art Director
Razorfish
2024-2025

As the largest pediatric care provider in the country, Texas Children’s Hospital expanded into a new market in 2024 with the opening of a full-service campus in North Austin and a network of neighborhood clinics across the city. This campaign aimed to introduce Austinites to the hospital’s presence—and more importantly, to the doctors behind the care—through warm, human-centered storytelling.

I developed this work as part of a creative team at Razorfish alongside Logan Donaldson (Sr. Copywriter), Kyle Eby (Associate Creative Director), and Caitlin Steever (Creative Director).
Initial Explorations
We pitched three distinct campaign concepts to the client, each aligned to a different budget tier. The highest-end concept drew inspiration from editorial photography and would have involved a full-scale production shoot. The most budget-conscious route relied on repurposing existing doctor headshots. Across all concepts, we wove in personal questionnaire responses from the doctors to highlight their personalities and motivations for joining Texas Children’s.

In the end, the client opted for the leanest option—an approach that became A-Team in A-Town.

Social Executions

Inspired by vintage baseball cards, the creative leaned into bold, playful visuals and personal touches to help Austinites get to know the doctors behind Texas Children’s Hospital. We brought the concept to life across paid social and display banners, with initial design files built in Photoshop and handed off to an animator for motion execution.

The campaign rolled out in four waves, ultimately spotlighting 21 physicians across 9 specialties—resulting in 168 total assets.

A-Team in A-Town became our highest-performing paid social campaign in-market to date, driving results 275% above our baseline and outperforming 46 previous campaigns across Facebook and Instagram.

Programmatic Display Banners
Shown here are examples of the 300x600 animated display units. I storyboarded and designed the keyframes for every banner size, thoughtfully adjusting content and layout to maintain clarity at smaller dimensions. Final animations were built in HTML5 by an internal animator. The campaign was adapted across multiple standard sizes, including 160x600, 300x250, 300x50, 320x50, 970x250, and 728x90 to ensure broad reach across placements.

©2018—’25