Bienvivir Multi-Channel Campaign

Role: Creative Lead - Human-Centered Art Direction & Integrated Campaign Design (Hello Amigo)
Team: Content & Copywriting - Angie Kimmel | Development & Paid Media - Brandon Silverstein | Photography - Christ Chavez | Video - Zach Passero

Overview

Bienvivir, a senior healthcare organization, needed to increase enrollment while strengthening trust in the community. Our primary audience, adults aged 45–60 helping their aging parents navigate care decisions, required messaging that felt warm, credible, and emotionally grounded.

The campaign had to communicate clinical quality while celebrating dignity, connection, and everyday moments families experience when choosing care for a loved one.

Approach

I led the creative direction for photography and video production, guiding art direction to capture authentic, intimate interactions that reflected empathy, independence, and family support, not staged or clinical visuals.

Inspired by real-life moments, I developed a visual direction rooted in:

  • Soft, natural light and genuine expressions

  • Warm, comforting color palettes

  • Human-centered compositions featuring seniors and family caretakers

  • Clean, accessible layouts and typography for aging audiences

These visual assets became the foundation for a unified, multi-channel system across:

  • Digital acquisition campaigns

  • Landing pages and email journeys

  • Direct mail

  • Out-of-home

  • Video and TV spots

Throughout the process, I partnered closely with my Creative Director, content team, and ad specialists to ensure consistency, clarity, and emotional resonance across all touchpoints.

Impact

  • 467% lift in conversions during the campaign

  • Increased brand trust and recognition in the community

  • Established a cohesive visual and messaging framework for ongoing marketing

  • Helped families feel more confident and supported in navigating senior care decisions

The campaign became a blueprint for Bienvivir’s future outreach, proving that when healthcare marketing leads with empathy and storytelling, trust and results follow.

This project reinforced the power of human-centered storytelling in healthcare design. When we listen deeply, show lived experiences with dignity, and build a visual system rooted in compassion, we help families feel seen, supported, and empowered as well as drive results.