Mass General Brigham Cancer Institute — Digital and social concepting and art direction for the fall launch of a nationally recognized cancer institute.

No one expects cancer to become part of their story.

The campaign, The Story I Thought I'd Never Tell, features real patients telling their stories in their own words. The stories they never thought they'd have to, and the ones they never thought they'd get to.

On the Mass General Brigham account at Boathouse, I extended the broadcast spots into social and display. The spots move through a patient's life before, during, and after cancer treatment, and the digital work had to carry that same narrative across platforms. I concepted and art directed the general oncology work, paid social for Meta and NextDoor, native, and programmatic display, then extended the system across five disease areas: lung, neurology, prostate, liver, and colorectal cancer.

The work featured the new Mass General Brigham Cancer Institute logo, an extension of the primary logo that further establishes the institute as its own service line within the system. Roboto Slab carries the patient's words, its slab serifs conveying institutional authority, while modern Roboto supports it in the attributions and CTAs. Backgrounds use a three-color gradient that blends the primary palette-dark blue, blue, and teal-for depth. Every photo and video features real people at the center of the story: patients, their providers, and their families.