How do you launch a healthcare brand in a world that’s tired of healthcare messaging? By making it human, hopeful, and impossible to ignore.

To debut Wellpoint, Blue Cross Blue Shield’s bold new provider, we crafted a brand story that would resonate beyond benefits and policies. Anchored by the lotus, a global symbol of renewal, we built an integrated launch that spanned national broadcast, social platforms, and digital touchpoints.

A cinematic, CGI-driven anthem introduced Wellpoint to the world, blending real stories of everyday care with striking, organic visuals. On social, we extended the campaign with platform-native content designed to meet people where they already are by reassuring, inspiring, and sparking conversation.

The result? A launch that didn’t just announce a new name, but set a new tone for what whole-health care can feel like.