Shock us, they said.

Adventist Glendale wanted a new brand campaign to announce that UCLA and Cedars-Sinai weren’t the only world-class hospitals in the area. That was essentially the brief’s “one thing.”

What’s more, the client asked us—verbatim—to “show us something we’ve never seen before” along with the tantalizing invitation to “shock us.” Here’s one idea we had. They didn’t buy it. In fact, our account team didn’t even show it. Maybe they knew the client didn’t really mean it. Or maybe we all lost a great opportunity. By the way, at the time, LA was burning.