← The Work · BEHAVIORAL HEALTH · BOSTON & MASSACHUSETTS
Maritime Behavioral Health
The ad agency behind a growing Massachusetts behavioral-health network and the family of brands beneath it — from a flagship campaign with an NFL champion to the films that introduce each new facility.
Mayflower Recovery · facility promo featuring Ted Johnson, 3× Super Bowl champion
- Client
- Maritime Behavioral Health
- Sector
- Behavioral health
- Location
- North Shore, Boston · Massachusetts
- Brands
- Mayflower · Topsail · Back Bay · Cambridge · Atlantic · Windward
- Partners
- Boston College Athletics · Boston University Athletics · The Harvard Crimson
- Our role
- Agency of record — strategy, creative & production
- Featuring
- Ted Johnson (3× Super Bowl champion) · Brian Welch (Korn)
The brief
Maritime Behavioral Health is the parent company behind a growing family of treatment and mental-health brands across Massachusetts. As they launch and expand, they need a creative partner who can position each brand, make the work, and help get the word out — fast.
The approach
We’re their agency of record across the portfolio. For the flagship Mayflower Recovery campaign, we brought in three-time Super Bowl champion Ted Johnson to put a trusted, recognizable face on the brand. Across the rest of the network, we provide dependable, professional coverage — open-house films and facility walkthroughs that let each location speak for itself.
The result
Maritime keeps coming back, brand after brand — the mark of a real agency relationship. The Mayflower campaign in particular was a piece the client loved, and it helped them get the word out on social.
Across the network
Open-house films and a facility walkthrough for Maritime’s locations across Massachusetts.
Three campaigns and a website, in one fall.
As the network grew, the work grew from films into everything a brand family needs: college athletics partnerships, a newspaper campaign, arena signage and a new home on the web. One team wrote, designed and produced all of it.
"The Strongest Play"
Back Bay Mental Health became a proud partner of Boston College Athletics, and the partnership needed to say something on game day besides a logo. We wrote and directed a :30 videoboard spot with three-time world champion Ted Johnson, built around one idea: asking for help is the strongest play.
The stadium gave us a short morning window. We shot Ted inside Alumni Stadium in natural light, with no lighting package, and he was on camera for well under an hour. The spot opens in an empty bowl. On his line "you're not alone," the stands fill with a cheering crowd, built shot by shot in our AI pipeline over the real plates without changing Ted, the camera or the light.
Around the spot we delivered the full sponsorship set: :30 LED ribbon loops at the venue's exact pixel sizes, videoboard versions, six web banner sizes and the partner logo lockup.
A six-week back-to-school flight.
Cambridge Mental Health opened a new intensive mental health program one stop down the Red Line from Harvard Square. We made its introduction to the Harvard community: a full-page launch ad the first week of school, then weekly half pages, Instagram, Facebook, campus digital screens, a leaderboard and the Crimson's daily newsletter, plus a sponsored feature written for the Crimson's Brand Studio.
The campaign opens with "Welcome back. We see you." Three headline rotations carry it through the fall, each ending in the same small first step: one confidential conversation. A Red Line graphic with Central stop circled appears on every piece. It does the wayfinding and makes the campaign recognizable from week to week.
Read in one second from the seats.
For Boston University hockey we designed a 120 × 30 inch dasher board. It's read from the stands and on television, in motion, between plays, so it carries the brand, one line and one proof point, and nothing else. The message speaks to the whole BU community, not to students alone.
A new home for the network.
We designed, wrote, built and now host the network's website: levels of care, the family of brands and the leadership team, one click from anywhere. It's a fast static build with the network's films front and center.
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