As Associate Creative Director & Copywriter, I developed the creative strategy and concept behind Blue Shield of California’s brand campaign, Y-O-U—a manifesto-driven film designed to challenge how we think about self-care. Health brands often push wellness messaging, but few acknowledge the real cultural and emotional barriers to putting yourself first. I built the strategy around a simple but powerful idea: ‘Taking care of yourself isn’t selfish—it’s necessary.’ While I didn’t script the final film, the concept, strategic framework, and creative direction I helped shape ensured that every touchpoint—from visual storytelling to messaging—reinforced this belief. The result? A campaign that redefined self-care as an act of strength, not indulgence.