UPDATED: So I found an official release on the Doctors of USC website about the new campaign and I now have more details.
Swanson Russell broke work for "a new integrated advertising campaign designed to market its private hospitals to consumers." Swanson Russell, who first worked on the Doctors of USC campaign launched this campaign with "the objectives of the marketing campaign are to
create awareness of and preference for USC University Hospital and USC
Norris Cancer Hospital, the two private hospitals that USC acquired
from Tenet Health in April 2009." Swanson Russell won the review of the consolidated USC Hospitals (rumored to have beaten Ogilvy & Mather and The Richards Group.)
The consumer ad campaign includes a series of portraits of 6 highly respected doctors and the concept is "built around
the historically significant and storied two words that form the USC
athletic rally cry: Fight On." The photography was taken by Geoff Johnson of Malone and Co. The campaign work shows a close portrait along with an environmental for each doctor and the doctors at work-everything from surgeries to patient consultations. The goal was to capture emotional moments of doctors and patients.
The campaign elements are as follow:
out-of-home billboards and wallscapes,
which will be seen in locations throughout the Los Angeles metropolitan
area and Orange County. A high-impact ad display will be featured in
Los Angeles' Union Station beginning at launch and continuing through
radio spots in an initial six-month term on 14 radio stations throughout the L.A. listening area
digital banner ads promoting the hospitals and key service lines on WebMD and LATimes.com
brand print ads in the Los Angeles Times and local newspapers throughout Los Angeles and Orange counties
online paid and organic search promotion through Google Adwords and Google, Yahoo and Bing search engines.
Here is a series of recent ads Geoff Johnson, of Malone and Co., shot for a Proxibid print ad campaign. Proxibid provides real-time webcast and timed online auction bidding. The series of ads targeted bidders in 3 market segments- Fine Art, Antiques & Collectibles, Agriculture Equipment, and Construction Equipment.
Meet Randy Teet, a Lincoln-based creative retouch artist with a background in creative direction,
art direction, graphic design and broadcast production. Randy just launched his new website, Dodge and Blur, which showcases his specialty in photo retouching.
Empty Room was experiment that transformed an empty space into a completely new idea each month. Malone and Co.'s Andrew Marinkovich explored new lenses and techniques through out the project while capturing the changing space, and personalities within, all as a personal project. Check out the gallery. (Full Post Details)
Malone and Co. shot some images for the new 22 Floors apartments. The concept for the shoot is multiplicity. Malone used the same girl in all
the shots, blended her in doing two actions in each scene. This showed a reserved and wild side of the residents 22 Floors are trying to attract. Check out the whole series at here. The campaign has been a great success for 22 Floors has rented out all units.
Malone and Co's Andrew Marinkovich shot the cover of Larry the Cable's newest CD, Tailgate Party. This is the spread that was chosen by Warner Bros. You can watch the behind the scene video on the Malone and Co. blog. Also check out some other covers options Warner picked out.