UCHealth's patients are extraordinary — so this 360 campaign elevated them to the same visual stature we usually reserve for celebrities and professional athletes. World-famous portrait photographer Martin Schoeller shot each patient with the same unflinching intimacy he brings to A-list portraiture, turning personal stories of triumph into an in-your-face reminder of the power of the human spirit.
The campaign marked a deliberate shift in the brand's trajectory — from "saving lives" (rational, reactive, clinical) to "celebrating life" (emotive, ever-present, human). A robust out-of-home rollout and living-portrait social content extended the stories further, and every touchpoint pointed back to a horizontal-scrolling landing page built to let people dive deeper into each patient's journey.
Brand & Creative Strategy
UCHealth