Peter Megler ← All work
UCLA Health — Orthopedics & Sports Medicine

Play On.

Heady medical science, grounded in how LA actually lives. Every procedure meets the person it’s for.

Role
Lead writer
Agency
UCLA Health
Award
Platinum, eHealthcare Leadership Awards 2025
Billboard: Arthroscopic ankle repair for skate queens. A skateboarder mid-air between the words Play and On.
+1,630%
Ortho website visits
3 mos. before vs. after launch
97.8M
Impressions
in the first 13 weeks
No. 1
LA consumer preference for ortho
Passed Cedars-Sinai (NRC, 2025)
The setup

UCLA Health was building their first in-house creative department and needed some help. I’m in medicine now, Mom and Dad.

First job. One umbrella brand for Orthopedics & Sports Medicine. Most of LA had no idea they could get the same advanced treatments and doctors as the Lakers, Dodgers, Chargers and Sparks.

The insight

In LA, everybody’s an athlete at something. Racquet sports. Skateparks. Trail runs. Guitar solos. Pulling noodles. Injuries don’t care what your game is. Our science fixes it.

The idea

PLAY ON.

LA hiding in plain sight. Then a simple formula: the procedure + the person it keeps playing. Clinical on top. Human underneath. From wrists to ankles.

TV

6 x :15
LeapKnee
ShredWrist
KickflipAnkle
NoodleFingers
TricksHip
FetchShoulder

Out of home

Billboards / LA Live / wild postings / bus shelters
Two billboards on a retail building: The same doctors who treat the Lakers treat Los Angeles, and Robotic hip replacements for more goooal
The proof point. Then the payoff.
Curved digital screens at LA Live showing Meniscus transplant surgery and Ultrasound-guided injections
LA Live, outside Crypto.com Arena
Three wild postings side by side: yogis, shredding guitarist, trail blazer
Wild postings across the city

Print & posters

LA Magazine / LA Business Journal
Print ad: a silver-haired pickleball player in a knee brace lunging for a shot under the words Play On
Full page
Poster: Robotic hip replacements for more goooal Poster: Ultrasound-guided injections for trail blazers Poster: Minimally invasive surgery for noodle masters
Digital ad: Meniscus transplant surgery for more hangtime, a player dunking through the words Play On
Digital / DOOH

Radio.

UCLA Health is the Official Healthcare Provider of the LA Chargers. The campaign put its jockstrap on for Chargers radio. Same idea. Football-ized.

What happened

55,959
site visits in three months. Up from roughly 1,000 a month before launch.
19,375
clicks from paid channels. Search alone ran a 10.4% CTR.
15,246
site visits from Yelp video ads. The top traffic driver.
46.7M
estimated impressions from out-of-home alone.
Next up — Albertsons
Sincerely, Food →