PORTFOLIO · COOK CHILDREN’S HEALTH CARE SYSTEM
Video Storytelling
The most important stories a health system can tell aren’t about buildings or technology. They’re about people: the amazing physicians, nurses and other caregivers as well as the patients and their families. Telling the Cook Children’s story meant finding those people, earning their trust and working with production partners to make sure every frame honored their story.
Brand Commercial · SYSTEM BRAND
Expert Care Close to Home
A system commercial isn’t just an ad — it’s a promise. This spot makes the case for Cook Children’s in the clearest terms possible: whatever your child needs, world-class pediatric expertise is closer than you think. Leading this brand-level work meant ensuring every frame reflected not just the system’s capabilities, but its character.
Patient Story · JANE & JOHN JUSTIN INSTITUTE FOR MIND HEALTH
My Name is Addie
Addie is nine years old, spirited, and living with several complex movement disorders including cerebral palsy and dystonia. At the Jane and John Justin Institute for Mind Health, care is built around the whole child, not just the condition. Addie’s story shows how the institute brings all the care together for her in one place so everyone is on the same page.
Patient Story · HEMATOLOGY & ONCOLOGY
From Leukemia Diagnosis to Triumph: Perry’s Story
Perry was three years old when persistent fatigue and a fading appetite sent her family to Cook Children’s and into a leukemia diagnosis no parent is ever ready to hear. This is a story about what happens next: the treatment, the team, and ultimately, the triumph. Patient stories like Perry’s are hard to tell and the most important to get right.
POSTER · SOCIAL MEDIA SERIES
PATIENT-FACING · BEHAVIORAL HEALTH
Mental health marketing in a pediatric context requires a precise touch — urgency without alarm, warmth without minimizing, resources without stigma. This campaign for Cook Children’s behavioral health services extended across posters for clinical and community settings and a coordinated social media series addressing specific conditions: ADHD, anxiety, depression, self-harm, behavioral issues, and substance abuse. Each card carried a consistent message, you’re not alone on this journey, while speaking to the distinct experience of each condition.
Medical Center · COOK CHILDREN’S MEDICAL CENTER — FORT WORTH
Pediatric Health Care with an Extra Dose of Kindness
Great pediatric care is clinical excellence wrapped in something harder to manufacture: the connection between medicine and authentic kindness. This ad for Cook Children's flagship Fort Worth medical center captures that combination, the expertise families trust and the kindness that makes an already difficult experience feel a little more human.
Medical Center · COOK CHILDREN’S MEDICAL CENTER — PROSPER | 3M+ VIEWS
A New Market, Three Million Views
Launching a new medical center in a market where your brand is unknown is quite a challenge! This video showcases Cook Children's Medical Center in Prosper, Texas. It took on a life of its own, reaching over three million views through paid social, organic sharing, and QR-code-driven discovery in the community. It became one of the most-watched pieces of content for Cook Children’s, proof that the right story in the right market can travel far beyond expectations.
COMMUNITY HEALTH CAMPAIGNS
POISON PREVENTION · HERO VIDEO · 4-VIDEO CAMPAIGN
Fentanyl Can Hide in Any Pill
Every day, teenagers are dying from pills they thought were safe, bought online or through a friend, laced with fentanyl they never knew was there. This video is part of Cook Children’s broader poison prevention campaign, a multi-channel effort spanning video, social media, print, and community education. The campaign addresses a crisis hiding in plain sight, and does it with the directness the subject demands. This is what it looks like when a health system decides education is a public health intervention. Campaign elements: Video production oversight · Social media · Print & OOH · Community education
AIM FOR SAFETY® · HERO VIDEO · 9-VIDEO CAMPAIGN
Not a Child’s Toy
This campaign was born in an emergency room. A Cook Children’s physician who had seen too many preventable gun injuries in children decided something had to be done and brought the idea to the health care system and the marketing team. The message was never about politics. It was always about one simple thing: if there’s a gun in your home, keep it safe from your kids. Overseeing this campaign meant finding the right tone to reach gun-owning families in Texas without alienating the very people the message was meant to help. The nine-video series includes practical how-to guides for specific firearm types, non-judgmental, direct, and built around saving children’s lives. Campaign elements: Video production oversight · Social media · Print & OOH · Community outreach
LIFEGUARD YOUR CHILD™ · HERO VIDEO · 52-VIDEO CAMPAIGN · EST. 2015
Lifeguard Your Child
Drowning is the leading cause of accidental death for children ages one to four, and the second leading cause for kids ages one to fourteen in Texas. It happens silently. It happens fast. And it is almost always preventable. Lifeguard Your Child began in 2015 after a record year of drowning injuries at Cook Children’s and grew into one of the system’s most sustained community health campaigns, spanning 52 videos, loaner life jacket stations at lakes across the region, and partnerships across 13 counties. What made this campaign work was how it was built: in collaboration with clinical teams, injury prevention coordinators, community health partners, and most powerfully, families who had lived through the loss of a child to drowning. Campaign elements: Video production oversight · Social media · Print & OOH · 13-county partnership
The work that doesn’t show up in a gallery
Every piece shown here represents dozens of conversations, strategy sessions, creative reviews, and moments where the marketing team pushed back, stepped up, or figured out how to say something that hadn’t been said before. The rebrand gave us tools. The strategic repositioning gave us authority. But what actually changed things was trust, built slowly, through showing up as partners rather than vendors, every single time.