Strategy: The "SportsCenter" Approach
Inspired by the iconic, deadpan humor of the classic ESPN "This is SportsCenter" commercials, we developed a lighthearted strategy: what if Florida's pro athletes and mascots actually worked their off-days at the hospital? By blurring the lines between the arena and the medical floor, we brought a sense of humor and approachability to a typically serious healthcare brand, proving that Florida Hospital doesn't just sponsor the teams, they are part of the same community.

Execution
For this print-only campaign, we crafted a series of clever visual gags that seamlessly integrated the stars and mascots of Florida's home teams into the daily, mundane operations of the hospital facility. By leaning into physical comedy and sharp copywriting, we replaced corporate flexing with genuine entertainment. The result was a highly engaging, memorable print series that successfully humanized the Florida Hospital brand and delighted local sports fans.