Following its first campaign year featuring NFL star Emmanuel Sanders, OrthoColorado Hospital faced a significant market perception challenge. Many consumers mistakenly believed the hospital was a rehabilitation or recovery center rather than a destination for orthopedic surgery. The brand needed a repositioning campaign—one that would correct public understanding while continuing to leverage the high visibility brought by Sanders’ endorsement.

To reframe public perception, we developed the “We Are OrthoColorado” campaign. The central idea: even the greatest athletes can’t succeed alone—it takes a team. The creative drew a powerful parallel between the relentless preparation and dedication required to succeed as a professional athlete and the same high standards exemplified daily by OrthoColorado’s care team. The campaign culminated in a powerful and authentic moment, with real staff members delivering the closing line: “We are OrthoColorado.”

Beyond the core broadcast assets, we expanded the campaign with several lighthearted social media video shorts. Working with Sanders both on set and in studio, we leveraged his comedic personality to create engaging, playful content that humanized both him and the care team. Each short strategically reinforced OrthoColorado’s key revenue-driving service lines—including knee surgery, spine surgery, hip surgery, and sports medicine—while continuing to build emotional affinity with the brand.

In addition to these shorts, we produced two standalone digital assets: a tribute video celebrating the care team as the true “MVPs” and a behind-the-scenes teaser capturing the energy, collaboration, and spirit behind the campaign’s production. These assets were used to deepen audience engagement, build anticipation, and extend the campaign’s presence across social media platforms.

I partnered with the creative team to develop a concept that addressed both brand perception challenges and business objectives, ensuring it could scale across channels and formats. I created the integrated media plan, developed campaign budgets, and presented the creative strategy to OrthoColorado’s executive leadership team for approval. I remained hands-on throughout video and audio production, overseeing vendor management, financial tracking, and campaign deployment.

To maximize reach, we strategically placed media buys during televised and radio-broadcasted Denver Broncos games, aligning the campaign’s visibility with Sanders’ popularity as an active Denver Broncos player, while maintaining a strict focus on promoting OrthoColorado’s brand message independently.

The “We Are OrthoColorado” campaign successfully reduced confusion among consumers, helping reposition the hospital as a surgical destination known for its outstanding care team. It strengthened brand awareness by leveraging Sanders' endorsement while emphasizing the hospital’s internal excellence. The campaign also generated strong internal engagement among staff, many of whom were featured in the creative and proudly carried the brand message forward.

The campaign was recognized with a Gold Award for Total Advertising Campaign with TV by the Healthcare Advertising Awards.

This campaign included creative assets across multiple platforms, including broadcast, digital, social, and print. A select sample is featured here to provide a snapshot of the approach and tone. If you'd like to view additional materials or gain insight into the strategic planning behind the campaign, feel free to reach out. Due to the sensitive nature of internal planning and budget details, those materials are not publicly displayed but are available upon request.