Episode 01 / Hero proof
Six Degrees of Diz
Nurse advice line · Teladoc · Urgent care
Selected work / Portfolio
Creative vision.
Built to move.
A focused collection of brand systems, campaigns and creative operations—plus a current AI-enabled concept pilot.
Explore the thinking, systems and creative decisions behind selected work across brand, campaigns and operations.
Current practice / 2026
From live brief to
decision-ready creative.
AI-enabled campaign concept pilot · Shared with permission
Pre-release concept development
Turning one member’s story into a benefit-education series
L.A. Care Medicare Plus · DSNP FY27 Member Spotlight
L.A. Care Marketing asked Creative Services to develop an organic social series that could help dual-eligible members understand and use their benefits while reinforcing Medi-Cal renewal.
Richard “Rusty” Navarrette—John’s former direct report and Creative Director—reached out to John for support. John translated the brief into five member-led reel concepts, four visual directions, a production storyboard and AI-assisted motion prototypes.
Brief→Concepts→Visual directions→Prototype→Production plan
Recommended direction
Now Showing: Diz
A repeatable episode system drawn from Diz McNally’s theater background and Hollywood story. It pairs a modern premiere language with accessible benefit education, multilingual delivery and regulated-review guardrails.
Episode 05 / Behavior proof
A Dramatic Reading
Medi-Cal renewal · Community Resource Centers
- Role
- Independent creative strategy and concept-development support
- Contribution
- Concept architecture, creative direction, visual-system exploration, scripting, storyboarding and AI-assisted prototyping
- System
- Five reel concepts, four visual directions, five motion proofs and one production storyboard
- Status
- Concept development / prototype; no campaign results claimed
Selected work samples
Systems, campaigns
and ways through.
Nine concise examples across brand and identity, campaigns and channels, and operations and digital systems.
Brand + identity · 2016
One identity for a shared community promise
Led partnership-brand strategy and direction, guided brand and marketing investment, and served as final approver for a public-facing identity shared by L.A. Care and Blue Shield Promise.
14 centers · Five-year, $146M partnership contextBrand + identity · 2012 onward
Building a product brand for a new marketplace
Created the original L.A. Care Covered brand system with an outside healthcare-marketing partner, then led its creative direction and served as final brand-approval authority.
Website · Digital · OOH · Radio · Television · SocialBrand + identity · 2006 onward
Creating the system behind the parent brand
Created L.A. Care’s original corporate brand system, then led its creative direction, served as final brand-approval authority and oversaw the associated marketing functions.
Internal analysis placed resulting brand awareness just below 70%Campaigns + channels · 2020–2021
Turning a cultural language into a public-health message
For two consecutive years, L.A. Care worked with the Leonard Nimoy Foundation on vaccination and booster awareness using recognizable Star Trek talent and visual language. John served as executive final approver and supported the creative direction led through his Creative Manager.
Out-of-home · Public relations · SocialCampaigns + channels · 2026
Taking a product campaign from strategy to market
Validated the go-to-market direction with Marketing, Product and executive leadership and served as final approver for creative and messaging before the campaign launched.
Post-launch outcomes are not attributed to JohnCampaigns + channels · 2025
Connecting Medicare benefits across channels
Aligned go-to-market direction with Marketing, Product and executive leadership and served as final approver for creative and messaging across an integrated Medicare Plus campaign.
Website · Digital · OOH · Radio · Television · SocialCampaigns + channels · 2022
Aligning three health plans around one enrollment strategy
Developed the initial proposal and high-level three-year strategy, then facilitated strategy and budget approval across L.A. Care, Blue Shield and Anthem leadership.
Website · Digital · Out-of-home · SocialCampaigns + channels · 2025
Making retention part of the creative strategy
Validated the go-to-market plan, aligned it with Product and executive leadership, and served as final approver for creative and messaging in an informative, retention-oriented system.
Strategic intent and qualitative context; no unsupported result claimedOperations + systems · 2014–2018
Building the operating system behind creative delivery
Developed policies, introduced approved platforms and self-built tools, and built a governed workflow connecting intake, creative development, regulatory review, approvals, production, tracking and budget oversight.
Marketing · Creative · Legal · Privacy · Compliance · VendorsContinue the conversation
Context matters.
Happy to provide it.
This collection is designed to support a conversation, not replace one. I can walk through the decisions, team structures and operating context behind any example.