I led the creative direction and execution for the first television spot promoting UT Health Austin’s Sports & Injury Clinic, marking the organization’s entry into broadcast media for this service line.

I oversaw all aspects of the project aside from scriptwriting, including channel strategy, production partner selection, creative direction, stakeholder coordination, and brand oversight. The work required close collaboration with senior leadership and an external production company to deliver a broadcast-ready spot that aligned with institutional priorities, brand standards, and audience expectations.

While the Sports & Injury Clinic had been introduced through other channels, television represented a new level of visibility and risk. Airing on the Longhorn Network meant reaching a highly specific, sports-savvy audience with strong expectations around authenticity, expertise, and production quality.

The challenge was to elevate the clinic’s message for broadcast without overstating claims or undermining credibility. The spot needed to resonate with its intended audience while satisfying a wide range of internal stakeholders, all under the scrutiny that comes with a significant financial investment and public exposure.

This project carried meaningful financial and reputational risk. Producing a broadcast television spot required a significant investment, coordination with an external production company, and adherence to broadcast standards.

Beyond cost, the primary constraint was trust. Leadership expectations around tone and messaging were intentionally broad, placing responsibility on creative leadership to determine how best to communicate credibility, expertise, and relevance to a highly discerning audience.

Decisions needed to balance polish with authenticity, ambition with restraint, and institutional priorities with audience expectations — all in a medium where missteps would be both visible and difficult to course-correct.

Given the audience and channel, the strategy prioritized credibility over spectacle. The creative approach focused on presenting the Sports & Injury Clinic as expert, capable, and aligned with the standards expected by a sports-savvy viewership, without relying on exaggerated claims or promotional language.

Broadcast was selected intentionally for its ability to reach the clinic’s core audience at a moment when visual quality and narrative clarity would signal readiness and legitimacy. Creative decisions were evaluated against a simple standard: would this build confidence with the intended audience while maintaining institutional trust?

This approach ensured the final spot felt authoritative and grounded, supporting long-term brand credibility rather than short-term attention.

coordinated all aspects of production aside from scriptwriting, serving as the primary point of contact between internal stakeholders and the external production company. This included managing timelines, approvals, and creative direction throughout pre-production, filming, and post-production.

Throughout the process, I ensured alignment with brand standards while navigating multiple perspectives and maintaining momentum. The goal was not only to deliver a high-quality broadcast asset, but to do so in a way that preserved trust, efficiency, and clarity across teams.

The final spot marked the organization’s first use of broadcast television for this clinic, elevating its public presence and establishing a credible, polished introduction to a wider audience.

Internally, the project reinforced confidence in the creative function’s ability to manage high-visibility, high-investment work, setting a precedent for future broadcast and large-scale storytelling initiatives.