Wellvolution is Blue Shield of California’s digital wellness platform, offering members access to personalized health programs, fitness tools, and habit-building apps. The challenge was simple: encourage people to begin.

Beginnings Aren’t Pretty reframed what starting something new actually looks like. Instead of polished transformations or elite athletes, the campaign focused on real, everyday people taking imperfect first steps — a slow first run, an awkward attempt at healthy cooking, a hesitant dive into a swim lane. Heavy breathing. Self-doubt. Learning curves.

The message was clear: change isn’t glamorous, but it is beautiful.

Partnering with Butler, Shine, Stern + Partners, photographer/director Luis Peña, and Revival Film, I contributed image design, black-and-white color treatment, and digital direction across campaign assets.

My role focused on shaping the visual restraint of the work, ensuring the imagery felt honest, grounded, and human rather than aspirational. Through careful tonal control and a cohesive monochrome treatment, we reinforced the campaign’s core idea: that vulnerability and effort are not flaws, but proof of progress.