As OrthoColorado Hospital entered its final campaign year with NFL star Emmanuel Sanders, there was a strategic need to evolve the brand narrative. While prior campaigns had successfully leveraged Sanders' dynamic presence, the focus now needed to shift toward a deeper connection between OrthoColorado’s identity and patient outcomes. The creative challenge was to ensure a meaningful transition that preserved the equity built through the Sanders partnership while steering the brand toward a patient-centered future.

Patient research revealed a consistent sentiment among orthopedic patients: “I wish I had done it sooner.” That insight became the foundation for the "Don't Wait" campaign. We developed a concept that integrated Sanders' visibility with relatable portrayals of individuals dealing with common orthopedic conditions—knee, spine, and joint pain—emphasizing the life-changing results achievable through care at OrthoColorado Hospital.

To further maximize the partnership’s value during its final phase, we created additional digital assets. One of these was a casual yet informative hospital tour video featuring Emmanuel Sanders, designed to emphasize OrthoColorado’s state-of-the-art facilities purpose-built for orthopedic surgical patients. The video was featured on the hospital’s website, with cutdowns adapted for connected TV placements and social media.

Additionally, we produced a lighthearted skit—tying back to OrthoColorado’s earlier “Family” campaign—that humorously depicted Sanders and his son making themselves “at home” inside the hospital. These complementary pieces allowed us to reinforce both the hospital’s clinical excellence and its approachable, human side across multiple platforms.

This multi-layered approach ensured that the final year of the Sanders partnership not only reinforced brand equity but also transitioned the focus meaningfully toward OrthoColorado’s core brand promise: delivering life-changing orthopedic care without delay.

I led the strategic development, integrated media planning, creative concepting, and full execution of the campaign. This included crafting the strategic narrative, developing and presenting the media plan and creative concept to OrthoColorado’s executive leadership team, and writing the final scripts for both the television and radio spots. I also provided the voiceover for the campaign’s branding tagline used in the audio assets, ensuring consistency of tone across all channels. Additionally, I oversaw video and audio production, managed vendor relationships, controlled project budgets, and executed a cross-channel media buy spanning broadcast, digital, print, and social media.

The “Don’t Wait” campaign delivered a 6% lift in year-over-year brand recognition, as measured by a post-campaign awareness survey. It was one of the most well-received campaigns by both internal stakeholders and the patient community, achieving strong cross-platform reach while reinforcing OrthoColorado’s reputation for life-changing care.

This campaign included a wide range of deliverables across television, radio, digital, and social channels, including a website-based hospital tour video, connected TV, and a skit featuring Emmanuel Sanders. A curated selection of those assets is featured on this page to represent the creative and brand transition strategy. If you’d like to explore additional materials or case-specific insights, feel free to get in touch. Strategy and results documents are not shown here due to confidentiality but can be shared upon request.

Some creative assets featured here were originally designed for smaller screen formats (e.g., email, mobile, or social media). As a result, certain images may appear less sharp when viewed in a larger or fullscreen layout.