At Lavidge one of my bigger clients as senior art director was Blue Cross Blue Cross Blue Shield of Arizona. BCBSofAZ is under the Blue Cross Blue Shield umbrella and has a brand standards that must be followed for all creative and marketing materials. Working within the parameters of their guidelines and becoming the steward of their standard I created multiple campaigns for tv, print, digital and out-of-home. My examples here include two print ads targeting new customers and the iPad is an example of the keynote presentation created for BCBSofAZ sales people explaining their services. Research and a clear strategic direction was vital in creating creative that spoke to the target audiences.