Client:
Ad Council &
COVID Collaborative
Ad Council &
COVID Collaborative
ROLE:
Creative & Art Direction
Creative & Art Direction
Collaborators:
Design:
Jess Ullman
Catherine Cho
Motion & Editing:
Anyelo Luna
Producer:
Brian Higdon
Design:
Jess Ullman
Catherine Cho
Motion & Editing:
Anyelo Luna
Producer:
Brian Higdon
Disciplines:
Social Impact
Public Health
Campaign Design
Motion Graphics
Social Impact
Public Health
Campaign Design
Motion Graphics
The campaign used trusted voices and restrained design to make a national public-health message feel personal instead of political.
The challenge
The creative approach
WHAT I LED
• Creative and art direction for the presidential PSA and supporting campaign materials
• A restrained visual approach that kept the speakers and message at the center
• Direction of typography, graphic framing, editing, and motion
• Collaboration with designers, editors, motion artists and production partners
• Extending the visual system across the wider campaign
Millions of Americans had questions about the new COVID-19 vaccines. Awareness wasn't the central problem—trust was.
The work had to balance clarity, credibility, emotion and public-health responsibility without letting any one of them overwhelm the message.
The creative approach
The presidential film brought together sitting and former presidents and first ladies. Instead of focusing on the science, the message centered on the people, experiences and everyday moments Americans wanted back.
The visual system stayed restrained on purpose. Bold typography, disciplined framing and simple motion supported the footage and kept the speakers' words at the emotional center.
WHAT I LED
• Creative and art direction for the presidential PSA and supporting campaign materials
• A restrained visual approach that kept the speakers and message at the center
• Direction of typography, graphic framing, editing, and motion
• Collaboration with designers, editors, motion artists and production partners
• Extending the visual system across the wider campaign
The outcome
The 60-second PSA launched at a critical point in the national vaccine effort and became part of a much larger campaign. It received national coverage, including on CNN.
The 60-second PSA launched at a critical point in the national vaccine effort and became part of a much larger campaign. It received national coverage, including on CNN.
Creative Options
Final Result
Press
