Problem

Colorado was one of the first Joint Chiropractic regions to form a cooperative and quickly rose to category leadership. But after years of success, growth began to plateau. The region needed a fresh way to expand their audience and craft messaging that spoke uniquely to Coloradans.

Approach

We tapped into Colorado’s outdoor lifestyle, capturing stories that reflected how people live and move in the region. From a mountain biker pushing the trails to a hiker greeting sunrise at Red Rocks, the visuals made chiropractic feel at home in the state’s culture. Messaging reframed The Joint as more than just pain relief, it’s a lifestyle enhancer, like yoga, stretching, or a gym membership. With the line “Alignment is everything,” we positioned care as the small adjustment that makes the biggest difference.

And with “When you want to go the extra mile, your body needs to show up for it,” we leaned into a deeper truth: in order to do the activities we love, we have to maintain our bodies’ ability to perform them. Chiropractic care becomes less about fixing what’s broken and more about enabling people to keep hiking, biking, running, or whatever keeps them moving.

Result

Despite the compressed production window, we delivered the full campaign on time. Spots ran across broadcast and social including placements on Reddit, where we could connect with audiences in active lifestyle communities. While long-term impact is still being measured, early results are promising. The work showed that leaning into regional identity can make a national brand feel more personal, relevant, and powerful.