ROLE

ACD/Writer

AGENCY

Small Army

VIBES

Helpful Whimsy

CAPABILITIES

Content Development

UX Language

Creative Direction

Copywriting

Multi-Platform Content

Thinking About Babies

TEAM

ECD: Sam Pitino

ACD/Writer: Jess Tardy

ACD/AD: Joe Krikava

AD: Matt St. Pierre

CW: Evangeline Condakes

Illustrator: Greg Daroll

Producer: Sylvain Lucarelli

Q: How do you translate complex pediatrics expertise for overwhelmed parents?

A: Organize around how parents actually think, not how hospitals are structured.

Boston Medical Center needed to scale their world-class pediatric knowledge beyond appointment walls while serving families facing real barriers to healthcare access—a content architecture challenge that required rethinking medical information through the parent lens. BMC’s audience needed reliable information structured around real parenting moments: “Is this normal for a four-year-old?” not “What does pediatric neurology say about cognitive development?”

As Associate Creative Director and Copywriter working with BMC’s agency of record, I collaborated with our creative team to develop the “Field Guide to the Phases of Childhood.” Together, we translated 30+ years of family education insights into content that felt like trusted guidance, not medical jargon. Our breakthrough came when we stopped organizing by medical specialties and started organizing by developmental phases—the way parents actually experience childhood."

We crafted content that spoke directly to parenting realities: transforming “feisty four-year-olds” and the “Accidents Happen” phase into navigable digital experiences. The challenge was maintaining clinical credibility while creating approachable, phase-specific guidance that could empower any family—regardless of health literacy or economic status. Working closely with BMC’s pediatric experts, we developed messaging that honored both medical expertise and parent mental models.

The result? A user-centered information architecture that made expert pediatric knowledge accessible 24/7, supporting BMC’s health equity mission while positioning them as leaders in digital health innovation. The campaign earned multiple industry awards and recognition for innovative healthcare communication design.

Hatch Awards, 2018: Silver, Multi-Platform Campaign | Bronze, Website: Product/Goods/Service Promotion | Bronze, Elements of Advertising: Illustration & Animation | Bronze, Social Media: Paid Campaign (for Facebook Canvas) | Merit, Social Media: Paid Campaign (for GIFs) | Merit, Digital Rich Media Campaign

MITX Awards, 2018: Best Content Marketing Program | Best Use of Social