The story
Every year, One Medical takes over Madison Square Garden. It’s an opportunity to introduce hundreds of thousands of New Yorkers to One Medical’s brand mission and experience — and service areas. As New Yorkers commute home, they’re greeted with a revolving set of messages that showcase our range of inclusive, affirming healthcare services.
In 2023, we found inspiration in the “Patient POV and the classic VW “Think Small” campaign. We paired clean, nearly sculptural visuals with simple, bold value propositions. By doing this, we invoke the clarity and indisputability of One Medical’s quality of experience by reframing how people think about the doctor — loud and proud.
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Get healthy and stay that way with state-of-the art screening, disease prevention, and lifestyle advice.
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For anything from birth control and family planning to STI testing, our friendly providers and comfortable, inclusive offices are there to put you at ease.
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From illnesses and injuries to sexual and mental health to wellness goals, we’re here to provide the LGBTQIA+ community with the exceptional care they deserve — with no fear of being judged or dismissed.
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One Medical is real life care for real families — designed to fit your schedule, your needs, and your parenting philosophy.
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Wake up with the flu or a questionable rash? We diagnose and treat a wide spectrum of illnesses, so you get the care you need without having to visit the ER or see specialists.
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Chronic condition management for conditions like diabetes, hypertension, and obesity. We offer the support and resources you need to find your way to better health.
Six patient experiences
The Creative focused on six patient experiences, respresenting One Medical’s most prominent patients and differentiated services. Each triptych would be projected digitally around the sides of Madison Square Garden on massive LED billboards, allowing viewers to see all three panels at once.
The team
Creative Director: Jessica Lacombe
Sr. Project Manager: Marlene Barahona
Associate Creative Directors: Hannah Cusworth, Natasha Foote, Nathan Kuntz
Lead Designer: Bineshii Hermes-Roach
Sr. Video Creative Producer: Graham Paterson