You don’t create work against a tagline like “Life Changing Medicine” that isn’t just as bold. The University of Pittsburgh Medical Center is a regional hospital in Western Pennsylvania whose ideas, procedures and people not only define modern medicine, but are celebrated worldwide. Only trouble is, they weren’t getting any credit for it. So we changed that.  

We started by doing something radically simple: we labeled their unique model. Uncommon. Then we built a world around their Uncommon approach to medicine, including film that was shot by the world’s best director of photography, Emmanuel “Chivo” Lubezki, and voiced by the inimitable Benedict Cumberbatch.

Then we backed it up by walking the talk. We showed how the brand puts their uncommon thinking into action by launching a content thread featuring articles, videos and interviews.