Cancer is something that affects nearly everyone—and when it does, it can feel like it’s taking over. We wanted to make a spot about taking some of that control back. We heard from many cancer patients who had decided to shave their heads to get ahead of losing their hair, and we based our idea around using that moment to show that you do have choices when it comes to your cancer. I wrote the script and helped develop the concept, look and feel and direction of the spot. It’s stripped down: black and white, no music, just ambient sound and the buzz of the razor. It’s an intimate moment, where our heroine is strong in her vulnerability and determined to fight this. Inspira decided to premiere this spot during the Super Bowl, where it was arresting and stood in powerful contrast to the spots around it.

Additional Creative Credits:
Associate Creative Director: Michelle Ventriglia
Director: Samantha Scaffidi
Creative Director: Meredith Schwinder
Creative Director: Chris Grenier

Recognition:
Finalist for Communication Arts 2020 Advertising competition (Television Commercial category)

Instead of the typical focus on the baby and the birth itself, we wanted Inspira’s maternity campaign to be all about the woman and her experience with pregnancy—talking directly to her during the time she’d be looking at hospitals. We wanted to show that Inspira lets women take control of their birth experience. I found music that was empowering and energetic, and we paired it with shots of active, powerful and confident pregnant women living their lives and doing pregnancy their way. I summed up the spot with the simple line that set Inspira apart and defined the campaign as a whole: “Own your pregnancy.”

Additional Credits:
Associate Creative Director: Michelle Ventriglia
Creative Director: Meredith Schwinder
Creative Director: Chris Grenier

This Inspira campaign focused on the lower stakes Urgent Care service line, and allowed us to have a little more fun with the tone of the spot. With a limited budget, we created a campaign out of user-generated footage highlighting the weird and funny mishaps that might lead to a visit to Urgent Care. In addition to developing the concept, I helped with direction and choosing clips, wrote the script and summed it up with the line “When things go wrong, we’re right here.”

Additional Creative Credits:
Associate Creative Director: Jim DiGiovanni
Creative Director: Meredith Schwinder
Creative Director: Chris Grenier

Inspira wanted to shake the idea that they were just a local hospital network in New Jersey. They wanted to position themselves as a high-tech healthcare destination—and they wanted people to remember their name. So we created a campaign (with a TV spot, radio, billboards, social and digital) around that name, and the idea that Inspira is “In it for you.”

Additional Credits:
Associate Creative Director: Michelle Ventriglia
Executive Creative Director: Gary Greenberg