Every spa is plagued by the cliché image of a brightly lit, white-walled room, where a woman in a towel lays back with cucumbers on her eyes and a soft smile on her lips. It’s all too familiar. For the launch of Total on 1st, a new spa that’s equal parts clinical skincare and indulgent self-care, we created a brand image that diverges from the long-held spa tropes. To transcend category, we introduced Total on 1st not as a place but as a feeling.

Taking cues from the worlds of high-end fashion and boutique skincare brands, we crafted a campaign featuring photography that evoked a feeling of immersion and losing oneself in natural environments. The concept of “healthy indulgence” invites one to embrace self-care in abundance. To lavish in it and never apologize. This campaign is the first step in establishing Total on 1st as Birmingham’s premiere spa destination.

For years, the residents of Cullman, Alabama didn’t perceive Cullman Regional Medical Center as a reliable source for their medical needs, which lead them to larger markets for specialized care. They were competing with some of Alabama’s most reputable medical institutions. But the reality is that Cullman Regional Medical Center has made significant investments towards expanding their facilities, updating their technological capabilities, and adding world-class physicians to their team.

We challenged perceptions by leveraging a sports marketing mentality. Highlighting their dedication towards constant improvement through one rallying brand platform. We paired bold, powerful statements with visually dramatic photography that embodied the tenacity found at every level of their organization, from specialty services to primary care. Helping people see Cullman Regional Medical Center for who they truly are — a better choice for their health.

After an extremely successful campaign promoting the women’s services of Birmingham’s Brookwood Medical Center (Also known as #ichooseb) through TV, print and digital ads, and social components, we were approached by their parent company, Tenet Healthcare, about executing a similar campaign—only this time on a national scale.

In order to advertise the Labor & Delivery services for more than 60 different hospitals in dozens of diverse markets across the US, Tenet needed a smart, scalable solution that was both effective and cost-efficient. Finding the threshold between creativity and compromise was a must. We asked ourselves: How could we gain greater efficiency on production costs while still being able to effectively target our audience digitally through pre-roll?

We turned a question into an answer. Our solution was to execute a modular, customizable campaign kit that we could specifically version to fit the various markets. For us, the first step was research: understanding each hospital’s audience, position in the market, and tangible benefits allowed us to formulate an efficient plan for creating television, digital ads, and social content that could be easily tailored to fit every individual organization. After gathering intelligence from each hospital and market, we partnered with research organizations to thoroughly test messaging, hashtags, and creative concepts via online forums and live video focus groups comprised of our various target audiences.

Our primary message vector was the idea of “Ask Your Friends” for facilities where the hospital OB line was established, already competing in the space, and where doctors would support a positive reaction should a consumer literally “ask their friends.” We also created additional message vectors, “Every Story Has A Beginning” and “You Have Questions. We Have Answers” to test in hospitals with newly-established OB services or who were in competition with OB providers close to them with well-known doctors. Based on messaging results and creative feedback, we solidified our creative concepts by casting a mix of talent featuring various ethnicities appropriate to each market and made sure we covered every variable benefit for each hospital. Once it came time to produce the actual assets, execution of the customized TV/pre-roll and digital was a breeze thanks to all the groundwork we laid ahead of time.

The result has been universally praised throughout the Tenet organization, as well as in the individual hospitals having also benefited. In return, it’s allowed us to add additional medical service lines on a national scale, work with 65 individual hospitals across 30 markets, and grow Big’s footprint in the healthcare industry.