Cleveland Clinic
Cleveland Clinic
Where Technology Meets Humanity
New Location Launch
While serving as Senior Art Director at Tinsley Advertising, I helped lead the creative launch of Cleveland Clinic’s new hospitals in Weston and Naples — state-of-the-art facilities combining world-class medical technology with a deeply human approach to care.
The research revealed that comfort accelerates recovery — private rooms, hidden medical equipment, and hotel-like interiors were all part of the story. Partnering with writer Rick Blitman, we developed the campaign line “Where Technology Meets Humanity,” capturing the perfect balance of innovation and compassion.
Results:
A 40% lift in awareness across South Florida and 20% increase in doctors sending paitents for testing and 2nd opnions.
I directed the creative execution across TV, print, and direct mail — including production in London with photographer Nick Veasey, known for his signature X-ray imagery. The direct mail piece — featuring a real strip of X-ray film labeled “Do Not Bend” — became Cleveland Clinic’s most opened and highest-response mailer to date.
The integrated campaign earned industry recognition and remained in rotation for years, helping establish Cleveland Clinic Florida as the region’s most trusted medical brand.
