Austin Services Campaign
Art Director
Razorfish
2024-2025
I created this work as part of a creative team comprised of Logan Donaldson (Sr. Copywriter), Kyle Eby (Associate Creative Director), Caitlin Steever (Creative Director)
We presented the client with 3 concepts for the campaign that existed at 3 budget levels. The most expensive version took inspiration from editorial shoots and would’ve had us executing a full production shoot. The lowest cost version saw us making do with existing doctor headshots. All three incorporated questionnaire answers from the doctors that shed more light into their personalities and reasons for working at Texas Children’s. Ultimately the client went with the lowest cost version which became “A-Team in A-Town”.
The “Moving Portrait” style used for The Interview by the New York Times was a major source of inspiration for this campaign.
This was the final campaign the client chose. Taking inspiration from baseball cards we executed this campaign across paid social and display banners. I built out initial files in photoshop and these were then passed on to an animator.
The campaign went out 4 distinct batches and in total featured 21 physicians across 9 specialties for a total of 168 assets.
The campaign became our top performing creative in market for paid social to date at 275% higher than our current baseline -outperforming 46 of our previous paid campaigns. The paid social executions went live across Facebook and Instagram.