New England Baptist Hospital
Since it started in 1893, New England Baptist Hospital had quietly earned a reputation as the premier orthopedic hospital in New England, and one of the best in the country. With other major hospitals and even community hospitals increasingly selling their orthopedic services, New England Baptist decided to finally tell its story. The campaign was created to tout the hospital’s exclusive specialty, but instead of talking about hip and knee replacements, the focus was to own the idea of movement, the desired outcome for surgeons and patients alike. The art direction was designed to feel like equal parts art and science to celebrate the beauty of movement in all its forms.
