Improving optics for UAB Callahan Eye

90% of all information we receive is visual. So what do you do when a world-class eye hospital wants to increase its awareness? You elevate its visibility with prospective patients.

Visionary Care

UAB Callahan Eye is home to the country’s foremost experts in the treatment and cure of eye disease and trauma. Only the new generation of medical decision-makers didn’t know it. Intent on improving optics, we created a dynamic color and shape system inspired by UAB Callahan Eye’s history and association within the fine arts community. Utilizing vibrant light and spectral tones, we captured surreal photography highlighting the hospital’s focus on speciality care and innovation. This built the foundation to deliver a variety of messages positioning UAB Callahan Eye at the forefront of ophthalmology. The end result is a visually captivating campaign that reintroduced UAB Callahan Eye as a national leader in sight.

We simplified the UAB Callahan Eye name and logo within the larger health system.

“Complex Vision” — a lenticular sculpture by Yaacov Agam on the hospital’s exterior — inspired our color and shape system.

The eye.everything.
It's how we see
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We conducted patient interviews to inform our key messaging pillars: experience, training, immediacy, continuity of care and proximity.

It’s been well documented that the need for teachers across the country is critical. In Alabama, it’s a full-on emergency. With an evolving classroom, teacher burnout and a mass call for higher wages across the board, the number of people entering the academic field has slowed to a trickle. So, how could Alabama attract new teachers? By reshaping the image of teaching in Alabama from a profession of overwork and underpay, to a meaningful calling to make a difference.

The “We Teach Alabama” campaign is a multi-year advertising and PR effort, targeting a new generation of potential teachers. Optimistic, ambitious and passionate 17-to 22-year-olds. Ready to make a difference while, yes, making a paycheck. The socially-driven campaign drives to, a content hub that streamlines the process from interest to application. Big also created a platform for people to show some much deserved appreciation to the teachers in their lives. In just the first three months, more than 500 teachers have answered the call to educate the next generation of Alabamians.

Big created the brand for Alabama Gulf Seafood over 10 years ago, after the emergence of the 2010 Gulf oil spill as a way to rally the Alabama community behind our seafood industry. Since then, the Alabama Gulf Seafood brand has developed a legacy of its own. Our task in 2021 was to modernize a brand that boasted a lot of classic character. To do this we would need to shine a new light on Alabama Gulf Seafood, one that didn’t outshine its authenticity.

So what did we do? We dove deep, connecting with true Alabama Gulf fishermen and seafood workers. We found real people with real stories and captured their industry through profound behind-the-scenes film and personal interviews. We redesigned to house these genuine, long-form stories and shifted its focus to discuss the rich recipes and seasonal flavors of Alabama Gulf Seafood. This switch in tone allowed us to stray away from the informational and embrace the conversational, adding elements that would draw in consumers and keep them up to date with the brand. By integrating creative, content, and interactive, we have carried on the Alabama Gulf Seafood legacy while adapting it for a more modern style.

Equal representation in a divided state.

Alabama is a historically disparate state—demographically, morally, politically, and geographically split. We had just over 8 months to bring them together. With $13 billion in federal funding and a congressional seat at stake, inciting action was paramount. We divided our efforts to meet people where they were allowing us to push our message to even the hardest to reach places.

See Results


We developed a community-centric resource complete with downloadable toolkits tailored to our diverse audiences.

A global pandemic halted grassroots efforts leading us to adjust our media approach to target the changing landscape.

We created a 4-week bracket that paired 32 county schools with the lowest census response rate head-to-head to win $65,000.

With less than 60% of people counted and only 2 months left to reach our goal, we shifted our approach to address the most apathetic audiences.

Our campaign overcame every challenge along the way to ensure all Alabamians received equal representation.

Over the next decade, $13 billion will be allocated towards healthcare, education, infrastructure, and other life-changing resources.
With Alabama’s population accounted for, a full 7 congressional representatives will keep their voices heard in the capitol.

A promise. It’s a pact, an assurance, a commitment that’s only as good as the people who keep it.

The Birmingham Promise needed an identity as bold and powerful as everyone it affects—the students, parents, educators, and businesses in our community. It needed to educate and empower as much as it encouraged growth and progression. The result is a brand that inspires continuous motion in the direction our city is heading. Because a better future is only possible when you keep moving ahead.

2021 Recognition

Communication Arts Photography Awards, Advertising Series I Short List

District 7 American Advertising Federation ADDY Awards

Gold: Out-of-Home/Ambient Media, Poster
           Campaign: Birmingham Promise Posters

Birmingham American Advertising Federation ADDY Awards

Gold: Elements of Advertising, Still Photography
           Campaign: Birmingham Promise
           Photography Credit: Wes Frazer

Silver: Out-of-Home/Ambient Media, Poster
           Campaign: Birmingham Promise Posters


Silicon Valley and New York City aren’t the only tech hubs anymore. From Austin to Atlanta to Kansas City, tech ecosystems have been thriving in areas where funding goes further and incentives make an impact.

Thanks to Shipt’s commitment to staying headquartered in Birmingham (and their acquisition by Target), Birmingham was catapulted onto tech watchlists from the likes of Forbes, Inc., and OZY. But we couldn’t stop there. That’s why Big was called upon to leverage our expertise in the economic development sector and create a brand that would help spur our city’s growth and innovation.

The mission of Birmingham Bound is to inspire companies and executives to visit the Magic City—and stay here. We began with a modern, energetic mark that reflects the relentless entrepreneurial spirit of our tech community and the companies we aim to add to it. Then to answer the “Why Birmingham?” question, we helped set up a website that could expand and grow with the initiative.

Thanks to the efforts of Birmingham Bound, 17 high-growth tech companies have come to call Birmingham their primary or secondary home—all in just the first two years.

Birmingham Bound logo
Birmingham Bound branded pins, water bottle, and bag
Birmingham Bound Business Cards



Corporate responsibility has never been more important. Due to the public health emergency and shelter-in-place orders resulting from the COVID-19 pandemic, DoorDash’s last-mile logistics platform became an essential service, facilitating deliveries of meals and providing a lifeline for restaurants. The DoorDash team wanted to build awareness and expand the reach of the many programs and initiatives serving customers, restaurants and Dashers on the DoorDash platform.


DoorDash’s mission is to help grow and empower local economies. Not only does their platform help support commerce for local merchants, it also provides economic opportunities for Dashers (the drivers who use the platform). And although there were many websites, blog posts, and press clips describing DoorDash’s mission and impact, there was no single means to access information about the many ways DoorDash was impacting local economies. Big was asked to help DoorDash digitally tell this story.

mobile phone with doordash site
mobile phone with doordash site

The issue? That’s a lot of data to comb through. A lot, lot. So how do you communicate all of this data, program information and testimonials without losing the user? You create a site that allows visitors to immediately self-select the most meaningful information to them. So any user, from local restaurants to policy advocates to interested citizens, can quickly see how DoorDash is impacting the individuals, businesses, and economies in their own backyard.

shopper ecosystem icon

In addition to a trove of sortable and visualized data in both interactive maps and dynamic infographics, the site features video testimonials of local restaurants that have benefited from their partnership with DoorDash. The site is also filled with clear calls-to-action to stay informed and expand the reach of DoorDash’s continued industry leadership in corporate citizenship.

shopper icons

Many companies sell motor oil. But only one brand truly defines it. And Valvoline has been defining the category since 1866. Fact: Valvoline was America’s first motor oil brand. Like, ever. And that status, as the originator of a whole category, means Valvoline isn’t merely another motor oil. It’s an American icon.

But being an original isn’t just about being first. It’s about being true. Blazing a trail where others see an obstacle. It’s fearing nothing, and yet having the courage to do something that has never been done. Then doing it over and over and over. That’s what we had to remind consumers, DIYers, race fans, brand collaborators, and anyone who was paying attention. Being original is what matters. And that’s just as much true now as it was 150 years ago.

blue and red stock car

Launched in February 2020, the Apple-backed Ed Farm provides technical and coding education for Birmingham’s most disadvantaged students. Big not only created the Ed Farm brand — with visually appealing three-dimensional iconography and vibrant gradients embodying transition and change — but also planned and executed an event featuring Apple CEO Tim Cook to publicly launch it in a way that earned media attention, excited the community, and embraced the future of technology throughout Birmingham. For its collective efforts — and due to the successes Ed Farm has experienced since launch — Big was named a national 2020 PR NEWS Platinum PR Award winner in the Community Relations category.

Ed Farm icon
Ed Farm icon
Apple CEO Tim Cook at the reveal of the Ed Farm Brand.

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.