As the Senior Art Director leading the Abuse Affects Us All campaign, I oversaw the creative vision and execution of a multi-faceted initiative aimed at raising awareness about domestic violence and encouraging individuals to take a stand through a 5-step pledge. My leadership drove the development of powerful testimonial commercials, a survivor documentary, dynamic billboards, and comprehensive digital and print collateral. Additionally, I spearheaded the creation of a Digital Campaign Toolkit—equipping partners with a full suite of marketing materials to amplify the campaign’s message and encourage community involvement.
Testimonial-Style Commercials:
I directed and shaped the vision for testimonial-style commercials that gave a voice to domestic violence survivors. These commercials were crafted to evoke empathy and inspire action, bringing personal stories to the forefront. Through strategic placement across TV, digital platforms, and social media, we significantly extended the campaign's reach and impact.
Survivor Documentary Editing:
I led the editing of a deeply moving documentary featuring survivors of domestic violence. By curating raw, compelling footage, I ensured the documentary served as a central piece of the campaign, illustrating both the power of resilience and the critical role of support systems. This documentary was featured across digital and social platforms, further enhancing the campaign’s emotional resonance.
Billboards and Outdoor Advertising:
I conceptualized and led the design of high-impact billboards placed in strategic locations. The billboards’ bold visuals and messaging were designed to cut through noise and immediately grab attention. By carefully selecting prime locations, we ensured the campaign reached as many people as possible, driving them to take action.
Building Campaign Landing Page & Digital Toolkit:
I led the design and development of the campaign landing page, ensuring it was an intuitive, accessible hub for visitors to learn about the campaign, take the pledge, and access resources. In parallel, I initiated the creation of a Digital Campaign Toolkit—a comprehensive suite of resources that included downloadable graphics, posters, email templates, and more. By providing these tools to community partners, we enabled widespread distribution of the campaign’s message, empowering others to lead the charge in their own networks.
I directed the creation of all print and digital collateral for the campaign, including posters, flyers, and social media graphics. By maintaining a unified visual language, I ensured each asset was aligned with the campaign’s goals and designed to drive engagement. These materials served as the backbone for outreach, amplifying our message across diverse channels.
Tools and Technologies
Skills: Leadership in Art Direction, Strategic Campaign Oversight, Branding, Video Editing, Digital and Print Design, UX Design, Copy Collaboration, Toolkit Development
Software: Adobe Creative Suite (Photoshop, Illustrator, After Effects, Premiere), Final Cut Pro, Sketch, HTML/CSS for Web Design
