Reframing self-care as a necessary act of strength

As Associate Creative Director, I developed the creative strategy and concept behind Blue Shield of California’s brand campaign, Y-O-U—a manifesto-driven film that challenged how we think about self-care.

Most health brands talk wellness. Few acknowledge the cultural and emotional barriers to actually putting yourself first. My insight was simple:

“Taking care of yourself isn’t selfish—it’s necessary.”

I built the campaign strategy around that idea—leading the conceptual direction and narrative framework that shaped everything from tone to visual storytelling. While I didn’t script the final film, my creative foundation ensured that every touchpoint reinforced a clear, emotionally resonant truth: self-care isn’t indulgent. It’s survival.

Impact
The campaign helped shift Blue Shield’s brand voice toward emotional honesty and cultural relevance—redefining self-care as an act of strength, not vanity.

Role
Associate Creative Director · Campaign Strategy · Concept Development · Narrative Framework · Voice Direction (Non-Scripting)