project type
project type
advertising
my role
my role
visual designer
client
client
Caloptima healthcare
Built Around You
CalOptima Health Care
Built Around You
CalOptima Health Care
Built Around You
CalOptima Health Care
Launched in May 2024, CalOptima Health’s Built Around You campaign reimagines how Medicare connects with diverse communities. Backed by a $1.8 million annual investment, it engages English-, Latino-, and Vietnamese-speaking audiences through culturally relevant, locally grounded messaging. The campaign emphasizes personalized care and no-cost wraparound benefits, while an AI-driven illustrative approach replaces traditional photography with a distinctive, photorealistic visual identity.
Launched in May 2024, CalOptima Health’s Built Around You campaign reimagines how Medicare connects with diverse communities. Backed by a $1.8 million annual investment, it engages English-, Latino-, and Vietnamese-speaking audiences through culturally relevant, locally grounded messaging. The campaign emphasizes personalized care and no-cost wraparound benefits, while an AI-driven illustrative approach replaces traditional photography with a distinctive, photorealistic visual identity.
Digital & Social (Meta Ads)
Digital & Social (Meta Ads)
On digital and social platforms, including Meta, the campaign used targeted messaging and adaptable creative to reach specific audience segments. Short-form content emphasized key benefits across English, Spanish, and Vietnamese executions. The AI-generated visuals enabled scalable production while maintaining consistency, supporting ongoing testing and optimization.
On digital and social platforms, including Meta, the campaign used targeted messaging and adaptable creative to reach specific audience segments. Short-form content emphasized key benefits across English, Spanish, and Vietnamese executions. The AI-generated visuals enabled scalable production while maintaining consistency, supporting ongoing testing and optimization.
Out-of-Home
Out-of-Home
Out-of-home placements reinforced the campaign at a local level through clear, high-impact visuals and concise messaging. Using the same AI-driven style, OOH executions prioritized visibility and recognition in community spaces, helping build awareness and trust across key audiences.
Out-of-home placements reinforced the campaign at a local level through clear, high-impact visuals and concise messaging. Using the same AI-driven style, OOH executions prioritized visibility and recognition in community spaces, helping build awareness and trust across key audiences.
Credits
Art director
Art director
becky rath
visual designers
visual designers
Lily Auyeung
Jasmine Romero
copywriter
copywriter
alicia frescas
animator/video editor
animator/video editor
Sean Arntson
illustrations
illustrations
ai generated
adobe firefly
Freelancer &
Getty Images
Other Projects
Don't Flock with Bird Flu
Sacramento County Public Health
Smile, California
Socials & Marketing
Peter J. Shields
Production & Execution
Peter J. Shields
Production & Execution