AAPA: PAs Go Beyond

In 2021, AAPA decided to rebrand from the American Academy of Physician Assistants to the American Academy of Physician Associates. The academy and its PA members felt that physician associate was a more accurate term for the profession, given that so many PAs across the country practice independently.

To support this massive rebrand, my GMMB colleagues and I developed PAs Go Beyond, a campaign platform inspired by physician associates’ commitment to going the extra mile for every single patient. The central elements of the campaign were the following videos, which I scripted in early 2022. In March 2022, my team and I traveled to Baltimore to shoot at Towson University, and we finished post-production later that spring.

The coolest part of these videos is that they feature real PAs. Supporting talent were all professional actors, but Gladys, David, and Lilly are real, practicing physician associates from the DC and New York areas. They were amazing to work with, and I love the energy and authenticity they brought to these spots.

:60 Brand Video

:30 Cutdown

:15 Cutdown: Gladys

:15 Cutdown: David

:15 Cutdown: Lilly

Creative Director: Don Corrigan

Associate Creative Director/Art Director: José Fernández

Associate Creative Director/Copywriter: Laura Orozco

Producer: Marcela Hawkins

Editor: Adam Ferrari