Joint replacement surgery can be a scary prospect — until you realize everything you’re leaving behind, and everything you’re replacing it with. Using fun plays on rhyme and meter, this campaign speaks to active adults ready to get back to “the sport of life” — whatever that means to them.

As the copy lead for this midsize campaign, I concepted, pitched and developed all copy, including billboards, print ads, numerous digital applications and scripting for audio reads. With ad placements varying from gym monitors to Pinterest, we generated a variety of executions featuring activities pertinent to the context.