Overview

This video campaign for Blue Cross Blue Shield of Illinois tackled the challenge of simplifying the healthcare enrollment process during Open Enrollment. Through vibrant 3D animation and a heartfelt narrative, the video followed a mother and her son as they navigated healthcare options, emphasizing BCBSIL’s commitment to affordable, accessible care. The tagline, “The first step to finding a health plan that fits your budget is the right step,” underscored the campaign's call-to-action.

Responsibilities: Creative Direction, Concept Development, Art Direction

Agency: MERGE

Responsibilties

As Associate Creative Director, I collaborated with a talented team to bring this vision to life. My key responsibilities included:

• Directed creative concepting and art direction, working closely with animators and copywriters to craft a compelling narrative.

• Guided the team’s first 3D animation project, utilizing dynamic camera cuts and transitions to enhance storytelling.

• Designed visuals aligned with BCBSIL’s brand identity, including a cohesive color palette and diverse, relatable characters.

Impact

The video served as a cornerstone for BCBSIL’s Open Enrollment campaign, effectively communicating the accessibility of affordable healthcare plans. It also introduced a new creative approach for the organization, demonstrating the potential of 3D animation to engage and educate a wide audience. Although I left before the project was completed due to company restructuring, my foundational work in creative direction and story development set the stage for the campaign's success.