Client:
Ad Council and COVID Collaborative
Ad Council and COVID Collaborative
ROLE:
Creative and Art Direction
Creative and Art Direction
Collaborators:
Graphic Design: Jess Ullman, Catherine Cho; Production: Anyelo Luna
Graphic Design: Jess Ullman, Catherine Cho; Production: Anyelo Luna
Disciplines:
Social Impact, Public Health, Campaign Design, Motion Graphics
Social Impact, Public Health, Campaign Design, Motion Graphics
At a moment when trust was everything, the creative had to give a historic, unified message the clarity and urgency to cut through.
The challenge
The campaign brought together former Presidents Barack Obama, George W. Bush, Bill Clinton, and Jimmy Carter, alongside former First Ladies, to encourage Americans to get vaccinated. The visual system needed to support the weight of those voices without competing with them.
The campaign brought together former Presidents Barack Obama, George W. Bush, Bill Clinton, and Jimmy Carter, alongside former First Ladies, to encourage Americans to get vaccinated. The visual system needed to support the weight of those voices without competing with them.
The creative approach
We created a bold, high-contrast campaign language using striking typography, dynamic motion, and disciplined graphic framing. The system elevated personal testimony and footage of the leaders receiving the vaccine, turning a broad public-health message into a visible act of personal commitment.
The outcome
The 60-second PSA and supporting campaign materials amplified the call to action at a critical national inflection point. The work earned coverage from Adweek and CNN and demonstrated how a focused visual system can help a high-profile message feel direct, human, and actionable.
Creative Options
Final Result
Press
