PENN MEDICINE
Below the Surface
A Subterranean Audio Event & Podcast Launch
Philadelphia’s abandoned Spring Garden Station had become a Mecca for ruins photographers, so we had lots of good ‘before’ shots to work with. The ‘after’ came in 2020 when the station was restored and reopened to great fanfare. I proposed it as the platform for Penn Medicine’s podcast launch. The concept: the Penn Medicine Orchestra would play an original work on the restored platform—with all its acoustic and visual brightness—and the piece would be released as part of the podcast series. As would the concert video.
We used the platform artwork as a central motif, to underscore Penn’s historic civic engagement. It served variously as podcast logo, album artwork and social attractor.
The paid campaign art picked up on the overall subway theme and lent an edgy, indie kind of vibe.
And, of course, we did produce the podcasts—without the benefit of recorded interviews, sadly, but we made due. I conducted all the interviews, wrote the scripts, directed the voice talent and produced five short episodes, two of which are included here.