UCSF is renowned for taking on challenges. As it happens, they’re good at dishing them out, too.

Sometimes we don’t come off the blocks but rather get handed a nice, shiny baton. In the case of UCSF, that baton was their existing tagline: Redefining possible. They loved it but hadn’t yet found a way to properly launch it, or really even explore what it could possibly mean.

During our initial research, we kept hearing the same thing—the people at UCSF thrive on taking on the most difficult cases with near-obsessive curiosity and a deep commitment to the people they serve. We were told story after story about lives that were brought back from the brink—not just stories of survival, but stories of lives transformed.

We spent weeks interviewing dozens of patients who had undergone treatments from organ transplants to brain surgery and everything in between, so we decided the best way to tell UCSF’s story was to share those patients’ stories.

What followed was a month of capturing audio, video, and photo essays of twenty patients from all over the Bay Area and beyond—the result of which was a fully realized advertising campaign that spanned TV, radio, print, outdoor, and an integrated digital and social campaign.

As if that weren’t enough, UCSF decided to use the new campaign to launch an entirely new brand: UCSF Health, bringing together all the disparate UCSF entities under one umbrella. Overnight, our modest campaign became a massive branding and internal launch assignment that required a new microsite, an anthem video, as well as revised brand guidelines—all finished just in time to take a breath and start work on the spring campaign.


Short films



Out-of-home advertising

Train station domination


Digital advertising

Photo library