During a time of financial uncertainty when many are questioning the value of coverage, Oscar needed to remind people that health insurance can still feel valuable, relatable, and worth it.

Rooted in the insight that health isn’t separate from life, we built a campaign that shows up honestly in those everyday moments. The ones where things don’t go perfectly, but care still does. Through three stories inspired by our audience personas, the message highlights Oscar’s affordability, quality care, and ease, while reflecting real cultural and emotional truths.

As Senior Design Manager, I co-created the concept from the ground up alongside our copywriter. Together, we developed the campaign platform, wrote the TVC script and headlines, and art directed the full production from casting and set design to photography direction. I also led the scalable design system that extended across out-of-home, digital, social, and video.

The result is a bold, insight-driven campaign that feels refreshingly human in an industry that often feels anything but.