For Me, It's Stony Brook Medicine

I partnered with Ten Adams to lead creative development for Stony Brook Medicine, one of Long Island's largest healthcare systems, working alongside the brand strategy team on the underlying platform and messaging. The work started with research: hours of conversations with real patients about why they trust Stony Brook with their care. One woman, Barbara, told us she keeps a sign by her front door instructing paramedics never to take her to the nearest hospital in an emergency. She wants Stony Brook, no matter what.

That kind of loyalty doesn't come from a tagline. It comes from real experience, and it became the foundation for the campaign we built around it: "For Me, It's Stony Brook Medicine." One recurring visual, a sweep of red that appears whenever a patient or doctor speaks directly to camera, became a quiet signature of the campaign, a way of marking the moments that matter most in someone's care.

Watch the films below to meet Barbara and the other patients whose stories shaped this work.