Healthcare.gov: In Real Life
The brief: get gamers to care about health insurance.
The rule: absolutely no boring PSA energy.
The rule: absolutely no boring PSA energy.
At BIEN, we worked with Weber Shandwick, turning classic video-game glitches into a metaphor for real-life health fails—pulling from N64, SEGA, and early Xbox nostalgia with a modern, high-impact finish. Think real game trailers, not government ads.
Built in Unreal Engine 5, the project moved fast and pushed further, delivering three distinct glitch styles across multiple formats.
As Art Director on this project, I led the game and glitch aesthetics and designed and animated a hero asset—a skateboarding game inspired by Tony Hawk’s Pro Skater. Weird, fun, and unexpectedly rewarding, with a truly great team behind it.
Glitch Style: Spin-out
Glitch Style: Clone
BTS Reel
Credits
Client: Healthcare.gov
Agency: Weber Shandwick
Motion Design Studio: BIEN
Creative Director: Hung Le
Executive Producer: Ricardo Roberts
Producer: Alisha Kramer, Nicole Beyer
Art Director: Deanna Reilly
Illustration and Design: Deanna Reilly, Jeremy Ross, Roxbox Studios, Liangliang Luo, Allyson Schuman
2D Animators & Compositors: Deanna Reilly, Jeremy Ross, Roxbox Studios, Allyson Schuman, Alejandro Imondi
Music/Sound Design: Quadriphonic Sound
Technical Advisor: Logan Pinney
Agency: Weber Shandwick
Motion Design Studio: BIEN
Creative Director: Hung Le
Executive Producer: Ricardo Roberts
Producer: Alisha Kramer, Nicole Beyer
Art Director: Deanna Reilly
Illustration and Design: Deanna Reilly, Jeremy Ross, Roxbox Studios, Liangliang Luo, Allyson Schuman
2D Animators & Compositors: Deanna Reilly, Jeremy Ross, Roxbox Studios, Allyson Schuman, Alejandro Imondi
Music/Sound Design: Quadriphonic Sound
Technical Advisor: Logan Pinney
