WELLNOW URGENT CARE

WellNow Urgent Care in upstate New York, was looking to relaunch its brand in a new way. While healthcare advertising often focuses on symptoms, treatment, or reassurance. We wanted to start somewhere more relatable: the everyday frustration of having your plans unexpectedly interrupted by illness or injury.

By imagining what life would look like if we could conveniently schedule our illnesses, we created a campaign built around humor instead of fear. The playful concept allowed WellNow to reintroduce its brand with a fresh, memorable voice while reinforcing the convenience and accessibility of its urgent care services.

I collaborated throughout production, from casting, wardrobe, and location selection to partnering closely with the photographer to develop a versatile image library that the brand could use beyond the campaign.

Challenge: Reintroduce WellNow Urgent Care with a distinctive brand campaign that stood out in a category dominated by predictable healthcare advertising.

Insight: People schedule almost every aspect of their lives, but illness and injury never show up when it’s convenient.

Execution: We imagined a world where people could schedule getting sick when it worked best for them, using humor to highlight the absurdity of the idea. The campaign ultimately reminded people that while life is unpredictable, getting care doesn’t have to be.

Role: Concept Development • Art Direction • On-Set Creative • Brand Photography Library