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, not political.
The challenge
Millions of Americans had questions about the newly developed COVID-19 vaccines. Awareness wasn't the central problem - trust was.
Millions of Americans had questions about the newly developed COVID-19 vaccines. Awareness wasn't the central problem - trust was.
The work needed to balance clarity, credibility, emotion, and public-health responsibility without allowing any one element to 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 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 by design. Bold typography, disciplined framing, and purposeful motion supported the footage while keeping the speakers' words as the emotional center.
WHAT I LED
• Creative and art direction for the presidential PSA and supporting campaign materials
• Development of 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
• Adaptation of the visual system across the larger campaign ecosystem
WHAT I LED
• Creative and art direction for the presidential PSA and supporting campaign materials
• Development of 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
• Adaptation of the visual system across the larger campaign ecosystem
The outcome
The 60-second PSA launched at a critical moment in the national vaccine effort and became part of a much larger campaign ecosystem. The work received national coverage across the USA, including CNN, helping amplify a direct, human call to action.
Creative Options
Final Result
Press
