In 2014 The Cleveland Clinic wanted to refresh its long-standing local campaign. Many of the challenges the organization was facing in bring new audiences from the local market in, stemmed from a market perception that the hospital system was too clinical, and had little interest in the patient’s experience. A new campaign equating the care and quality of service provided by Cleveland Clinic to the master craftsmanship of high-level paper art was conceived to change people’s minds. Owning to the idea that there is beauty in the imperfections of each hand made piece, a nod to the Japanese belief in Wabi-Sabi — This campaign made sure each element was built, shot and placed into layouts with the least amount of “post” work as possible.