Initium Health

LIVE WELL STAY WELL

When Cochise County partnered with Initium Health to promote local healthcare services, I collaborated with Elise Plakke to create a campaign rooted in authenticity. We traveled to Bisbee, Arizona—a historic mining town on the U.S.—Mexico border—where we street cast local students and residents using schools, universities, and iconic locations. The result was a visually rich, community-driven campaign that captured the spirit and uniqueness of the county.

Family hiking on a sunny day, with parents and two children walking on a trail surrounded by greenery and mountains.
A man wearing a cowboy hat, bandana, and overalls stands with arms crossed against a wooden post in a rural setting, with a windmill and grassy field in the background.
A group of smiling teenagers standing close together outdoors, wearing casual clothing, with a blue structure in the background.
Smiling child with curly hair in a white shirt leaning against a colorful mural wall.
Four young men smiling and leaning on a chain-link fence, blue sky background, wearing casual athletic clothing.
Pregnant woman with red hair, wearing a white bra, sitting on a blue couch with a yellow pillow, smiling, and holding her belly. A blue lamp is visible on a side table.
Smiling elderly couple looking at each other outdoors with sunlight shining through trees in black and white.
Person wearing a black leather jacket standing outdoors with a blurred red barn and tree in the background.
A black and white photo of a woman kissing a baby on the cheek while holding the baby, who is sucking its fingers.
A man smiling with a young girl in his arms, seated next to a woman in medical scrubs with a stethoscope, all outdoors.
Man cycling in scenic outdoor setting, wearing a colorful jersey and helmet, standing next to a red bike with lush greenery and mountains in the background.
Two women and a young girl smiling outdoors.
A sprinter in a crouched starting position on a track, wearing athletic gear, with another person standing in the background. The sky is clear and the field is visible in the distance.
Smiling elderly man holding happy young girl outdoors.
Man in cowboy hat playing acoustic guitar outdoors

Creative Director: Elise Plakke

Producer: Julie Cook

Stylist: Marci Duarte

Location: Cochise County, Arizona