UT SOUTHWESTERN MEDICAL CENTER
A national campaign. Hundreds of moving parts. One story to hold it all together.
UT Southwestern set out to raise its national profile among the brightest minds in medicine, research, and education.
RTRN Strategy developed Follow Your Spark as a creative platform built around the moments of curiosity and discovery that move medicine forward.
322.44M
total campaign
impressions
1.6M
total campaign clicks
53%
New website users
30%
increase in applications
It began with
an Anthem
The RTRN team developed a national campaign rooted in UT Southwestern’s culture of care, education, and research. The original anthem became the foundation for a broader recruitment campaign spanning major national markets.
The Spark Continued
Over the following two years, the campaign continued to evolve, and science became famous.
UT Southwestern’s doctors, researchers, students, and scientists became the main focus of the ads, which targeted medical conference attendees and appeared throughout the entire experience journey. From the airport, bus stops, billboards, and car wraps to conference ads and coffee trucks, the journey culminated in digital ads when attendees returned home. Beautiful background imagery, inspired by the Nobel Prize-winning scientific breakthroughs and hero photography, made medicine look like famous rock stars, a recognition they fully deserved. The whole campaign intentionally sparked interest in coming to UT Southwestern to further careers.
My Role
CREATIVE LEAD · CLIENT LEAD · PROJECT MANAGEMENT · DESIGN + PRODUCTION
I worked at the center of the campaign—leading creative execution, managing the day-to-day client relationship, tracking an extensive system of deliverables, and making sure the work stayed cohesive and on brand as it moved from idea to production to market.
I personally produced and designed much of the advertising and campaign collateral, managed deliverables and timelines, translated client feedback back to the creative and production teams, maintained consistency and quality across channels, and helped solve the inevitable problems that come with executing a campaign at this scale.
