Ideasicle X Produces its First Campaign for Hallmark Health Care With AI

Apr. 10, 2025

When Hallmark, a leading healthcare workforce management technology company, wanted to creatively address one of healthcare’s most pressing challenges – hospital staffing shortages and the downstream impacts of patient safety and unsustainable costs—they called Ideasicle X for ideas and ended up getting much more.

Ideasicle X had never produced an ad campaign before, as they’ve been purely an idea-generation company since 2010. But artificial intelligence has come a long way in its production capabilities.

CEO Will Burns explained:

"The first step in our mission was to use our Ideasicle Experts—humans—to come up with over 20 campaign concepts using our IX Concierge virtual service. Then the client made us aware of their tiny production budget, but challenged us to use AI for production since he was so impressed with the AI images we’d used in our creative presentations.  As a result, we stumbled upon what might be the perfect formula for modern advertising—use humans to come up with the ideas and use AI when producing those ideas because it’s freakin’ miraculous."

 

Hallmark CMO Matt Resteghini commented: 

"We had very little time, and even less budget.  But Ideasicle X’s rapid ideation, coupled with a willingness to think outside the box when it came to production, enabled us to produce great work for a fraction of the time and cost of the traditional creative process."

 

The creative team for the 20 campaigns was Ernie Schenck, Claudia Caplan, Roger Baldacci and Rich Wallace, and they worked together virtually using Ideasicle X’s proprietary software platform. The production team was a subset of Schenck and Wallace. It was these two who found the AI resources for image generation, image retouching, animation, and editing.

The result of all this was the “Don’t just outsource. Insource.” campaign, using a series of humorous commercials that feature memorable visual metaphors that speak to the challenges of hospital staffing, such as ‘In a Pickle’, ‘Hair on Fire’ and ‘Between a rock and a Hard Place’.

The work launched at the recent American Organization for Nursing Leadership Conference in Boston, and all of the work can be seen here: