jaanuu: reimagine campaign

CAMPAIGN STRATEGY & COPY

As Content Director for medical apparel company Jaanuu, I oversaw the internal creative team’s content and copy lane including strategy, concepting, and execution from brand campaigns to product launches.

In 2022, we rebranded Jaanuu under the tagline Reimagine Greatness. The idea that healthcare professionals are the great ones vs. the famous or the powerful—real people making a real difference. And better care is the catalyst for reimagining greatness—to show up for a job that requires greatness, one must prioritize self-care as much as the care of others.

For the product launches that followed the rebrand, we were tasked to concept a campaign that leveraged the new branding. The result was our “Reimagine” campaign, which presented bite-sized, everyday ways for our healthcare professionals to put themselves first by reimagining their breaks, their routines, their moments—all to ultimately reimagine their own greatness through self-care.

I drove concepting and copy, and partnered on creative direction.

CAMPAIGN CONCEPT SLIDES