Boston, Mass. 

Creative Direction

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State of the Smart / Creative Direction


When you look at medical print & digital advertising – it’s a visual sea of sameness. Hundreds of medical brands pull from the same stock photos of smiling doctors and overuse the colors green, blue and salmon. It’s hard to stand out.




For our 2019 Brand Campaign we wanted to do just that. We partnered with MullenLowe and created interconnected illustrations for print, OOH, digital and video that not only pushed against the category, but visually brought to life athenahealth’s interconnected healthcare network.





App Design
But we wanted to take the connectedness one step further. Some folks wondered how they’d look as a line drawing. So we built a selfie app (with SoSo) that uses AI to turn people into State of the Smart branded avatars.



Trade Show



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