UNITED HEALTHCARE
Integrated Campaign / Concept Development / Visual Systems
A large-scale integrated campaign for UnitedHealthcare focused on making health data more human and engaging. Complex metrics were translated into cinematic visual systems—using particle simulation, motion, and environmental storytelling across film, digital, and out-of-home.
Role: Art Direction, Visual Development, Design Direction
Agency: ZTribeca
Agency: ZTribeca
Contribution: Visual concepting, 3D/particle-driven storytelling, collaboration with VFX teams
Details
Originated the particle-based visual system and created initial hero imagery to establish the campaign direction. Collaborated with Z Tribeca and Imaginary Forces, guiding a team of 3D artists and motion designers through execution across film, digital, and OOH.
Originated the particle-based visual system and created initial hero imagery to establish the campaign direction. Collaborated with Z Tribeca and Imaginary Forces, guiding a team of 3D artists and motion designers through execution across film, digital, and OOH.
Particle systems were used to translate health data into motion—turning abstract metrics into physical, cinematic storytelling.
The campaign visualized health metrics as dynamic systems—turning abstract data into immersive human stories through motion, light, and environment.
BROADCAST & MOTION
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Additional spots expanded the system—using particle behaviors driven by motion, gravity, and environmental interaction.
The visual system extended into digital platforms, maintaining consistency across interactive and responsive environments.
