PROJECT/CAMPAIGN: When Life Happens

​

SITUATION: Jackson Clinic is a multi-specialty clinic in Montgomery, Alabama, with multiple locations.  Competition came from out of the market when another hospital opened a muti-specialty clinic. 

​

SOLUTION: The campaign  developed focused on different life situation that would require the services of Jackson. We wanted to convey a real-life, relatable approach by showing everyday people instead of focusing on doctors like many clinic do. Working closely with our photographer and production team, I art directed each shoot to feel natural and story-driven. We intentionally cast talent that reflected diverse, everyday patients rather than stock-perfect portrayals. I chose warm, realistic environments—like gyms, homes, and workspaces—and worked to capture expressive moments that would connect on a human level, not just a clinical one.

​

These visuals became the heart of the campaign, providing a flexible asset library used across print ads, digital placements, and in-clinic signage. The photography helped distinguish Jackson Clinic in a crowded market by putting real life—and real people—at the center of their story.