University of Colorado Health System (“UC Health”) wanted to distance themselves from their competitors in a sterile category that traditionally focuses on the expertise of doctors and innovative treatments. They wanted to connect with the over 5 million people of Colorado and its surrounding areas on a more human, personal and emotional level. They wanted to be seen not just as a place you go to get better when you’re sick but a place that champions a powerful state of living.

The print was shot by world-renowned photographer Martin Schoeller, famous for his intimate portrait style. The result is a campaign that transcends the category while achieving the same effectiveness goals, because when you learn about real people who faced daunting health challenges and defied the odds, it goes without saying that the care they received must be pretty damn good.