Direct Orthopedic Care

Healthcare gets human, boosting DOC’s market share by 20%.

Three smartphones displaying humorous social media ads from Direct Orthopedic Care featuring animals paired with phrases like "My Soul" and relating their expressions to body parts such as knees, hips, and back. Background shows a black and white image of a person descending stairs with a bright green circle overlay.

Our Role

Digital Marketing

Campaigns

Creative Strategy

Content Production

Direct Orthopedic Care (DOC) wanted to stand out in an industry drowning in stock photos and stale messaging.

Known for immediate, affordable care, DOC needed to show up not just as another provider, but as the first call when life gets messy.

The Opportunity

When healthcare ads fall short.

Healthcare advertising has a problem: it feels clinical, disconnected, and forgettable. DOC was different—locally owned, approachable, and rooted in the community—but their messaging didn’t reflect it.

We saw an opportunity to flip the script. Instead of polished perfection, DOC could embrace life’s chaos. By combining humor, authenticity, and user-generated content, DOC could connect with active, adventure-driven families across the Treasure Valley and reposition themselves as the relatable, first-choice provider when accidents happen.

DOC brought the care; we made orthopedic fails the internet’s favorite moments.

The Solution

Getting wild in the wild.

The “Wild in the Wild” campaign turned life’s everyday wipeouts into opportunities—metaphors for the unpredictability of life and DOC’s promise to get you back on track, fast.

Built for a digital-first audience, it showed up on Instagram, Facebook, and YouTube with lo-fi visuals, sharp pacing, and humor that stood out in crowded feeds. Real wipeouts and bike spills, sourced straight from the community, became content that felt local, relatable, and impossible to ignore.

Grounded in Treasure Valley life, the campaign leaned into familiar outdoor moments that resonated with DOC’s active, adventure-driven audience.

Key Deliverables:

  • Social ads built for Instagram and Facebook to stop the scroll.

  • YouTube videos that hooked viewers in seconds.

  • A UGC library that delivered a steady stream of authentic, shareable content.

  • A meme featuring an orangutan with a grumpy expression, surrounded by text. The top text reads "MY LOWER BACK:" and the bottom text says "WATCHING ME DO LITERALLY ANYTHING." The background is a blurred green environment.
  • Three llamas with humorous captions about mowing the lawn and gardening.
  • Funny meme showing a dog making a grumpy face with text: "My neck: after a 15-minute nap in a slightly weird position."
  • A red panda lying on a rock with greenery in the background and text above and below it. The text reads "MIDDLE AGE: When a tiny sneeze becomes enemy number one."
  • Two baboons making humorous expressions, with text overlay indicating 'Left Knee' and 'Right Knee,' captioned 'When You Encounter a Set of Stairs.'

Proof in the numbers.

1.5M+

Impressions and 10K+ interactions across social platforms.

270K 

YouTube views with a 53% retention rate for skippable ads.

48%   

Lift in visibility and 20% growth in DOC’s local market share.

For DOC, we didn’t just create content—we turned every day fails into scroll-stopping wins. Comments like “Whoever made this is a genius!” proved the work didn’t just perform—it connected, showing that even healthcare can go viral and deliver real results.

A collage of humorous orthopedic care ads featuring animals and funny comments about aging. Includes phrases like "Middle Age," "Your Joints Called," and "Danced Like Nobody's Watching." Comments from people such as Vicky, Amy, Will, Forrest, Jim, and Penny add humorous reactions like "My back goes out more than I do!" and "Old age is not for the whips."
Smiling person with long hair wearing a dark green top and black jacket, isolated on a white background.

Sarah Thiry, CEO of Direct Orthopedic Care

“We couldn't be more thrilled with the success of the Wild in the Wild campaign that Against produced! From the very beginning, it was clear that this campaign was something special.

The combination of wit, humor, and unexpected creativity resonated with our audience in ways we couldn’t have anticipated.

Not only did we see an above-average number of views online, but the level of interaction from potential patients was exceptional. The clever and engaging content sparked conversations online and left a lasting impression, perfectly capturing the essence of our brand.

Wildly successful doesn’t even begin to cover it!”