Checkup - Cris Calabuig - VML Health
As part of our ongoing Checkup series, we are asking emerging talent across the globe their hot takes on healthcare, what keeps them ticking, and what they’d like to see more of in the industry.
This week we spoke to Cris Calabuig, Associate Creative Director at VML Health.
CF: Can you tell us about your career journey so far? What led you to pursue a role in healthcare advertising?
CC: My career started in independent agencies, then expanded into big conglomerates and consulting roles—all with a strong creative focus. Over time, I found myself working more and more on pharma-related projects, so moving fully into a healthcare agency felt like a natural and organic progression.
CF: Was there a particular project, campaign, or moment that made you realize this was the right industry for you?
CC: There wasn’t one specific moment—it just unfolded naturally. I am a big believer that when something is right for you, the signs align. For me, the opportunity came, and I chose to step into it with clarity and confidence.
CF: What makes healthcare advertising different from other industries you've worked in or considered?
CC: Healthcare demands a heightened level of sensitivity and responsibility. We deal with real people and serious topics, so the depth of research and the respect we bring to each brief is critical—plus, the regulatory landscape is unlike any other.
CF: How do you approach storytelling in healthcare campaigns, especially when dealing with complex or sensitive topics?
CC: With respect above all. We can’t make assumptions—we have to truly understand what patients and healthcare professionals experience to tell stories that resonate and provide real value.
CF: What’s been the most rewarding campaign or project you’ve worked on so far, and why?
CC: Friedrich & I stands out because it was my first campaign with the VML team. That experience will always be special—it marked the beginning of something new and meaningful for me.
CF: What advice would you give to other emerging creatives looking to break into healthcare advertising?
CC: Just be open-minded. Dive into the science, and really understand the human side of healthcare. That balance is where the most powerful creative work lives. There is a lot of space to do great creative work in the industry.
CF: How do you stay inspired and continue to grow as a creative in such a specialized industry?
CC: I stay inspired by the people I work with and the purpose behind the work. Being surrounded by passionate, driven creatives makes me want to push further and grow every day.
CF: If you could change one thing about the perception of healthcare advertising, what would it be?
CC: That it’s dull or soulless. In reality, some of the most innovative and emotionally powerful work I’ve done has been in healthcare. Clients are open, the briefs are meaningful, and the space is full of creative potential.
CF: What’s your favourite campaign ever in healthcare?
CC: There’s so much excellent work out there… I’m not sure I could choose just one. But thinking back, one of the campaigns that stuck with me back when I was a student was Samsung Blind Cap. It stood out because it showed me early on how this industry can create real solutions for real people with the simplest of ideas. Honestly, it might have been the moment the seed was planted for me and I’m realising now.
