The only thing more important than good healthcare is access to it. Working for an agency that accepted this as its founding principle, I had the privilege of creating an internal video that addressed the importance of our work.
My art partner and I quickly realized that the story for this video was already in the goals of most creative briefs we had encountered: Give back time to cancer patients; find alternatives to opioid-based treatments; create equal opportunities in healthcare.
Each goal formed this motivational narrative and also provided me opportunity to show off my, ahem, vocal stylings.
Mental health help should be available when, where, and how someone needs it. NYC Well makes that possible. That was my focus for the promotion of this exciting new mental health support brand, which includes text and chat features.
I wrote the storyboards and scripts for each of the six TV spots. I led casting to find the talent who could convey the emotion at the heart of each spot while remaining relatable. I saw the idea through its final stages by assisting on set with creative direction.
This campaign required working closely with senior staff in the Mayor’s office, and was ultimately reviewed and approved by NYC First Lady Chirlane McCray.
Format: TV, print
Client: The Mayor's Office of NYC
This first-of-its-kind campaign in NYC focused entirely on the complicated, sensitive issue of mental health. As the City expanded mental health services, a companion campaign needed to start open, honest, non-shameful discussion of the topic.
I recruited the 9 featured New Yorkers, and my in-depth studio interviews with each were the basis of the commercials. I also helped direct b-roll. Finally, I assisted in the creative direction of each video edit.
This campaign had a highly visible, 2-month run. Anecdotal results were positive; each recruit shared encounters with others who were inspired.
Format: TV, web, social media, print
Client: The Mayor's Office & NYC Department of Health
The Paid Sick Leave Law was a progressive, historic step for NYC and required a consumer friendly campaign to announce it.
I took the lead on the vision for this commercial and wrote the script and tagline to appeal to two distinct audiences: employees and business owners.
I was also instrumental in casting, directing talent, and selecting shoot locations.
Format: TV, online video
Client: NYC Department of Consumer Affairs
DACA (Deferred Action for Childhood Arrivals) is giving opportunity to many young people who came to the US as children. This promotional video project shares the stories of a select few.
I planned and conducted all interviews. I also leant creative direction to the video edits, helping handpick the most important messages and deciding to supplement footage with photographs.
Format: Video for social media
Client: NYC Mayor's Office of Immigrant Affairs
This project gave me the opportunity to name an important NYC-wide initiative while building humor around a topic unliked by many: filing tax returns.
Using my own personal uncertainty about tax season, I developed copy and a script for a light-hearted campaign that also professionally branded this important service.
Format: Subway/phone kiosk ads, online video
Client: NYC Department of Consumer Affairs
New Yorkers often take the advice of other New Yorkers. That thinking inspired all aspects of this campaign, which presents a relatable story as inspiration for smokers to quit.
I spent months building a relationship with Beth, a former smoker with a serious lung disease. My extensive and brutally honest interviews with her make up the content for this series of TV spots and print ads.
I also assisted with art direction during the shoot and worked closely with a video editor on the final spots.
Format: Print, TV, social media
Client: NYC Department of Health
SNAP (food stamps) had the unfortunate, and false, reputation of being a program for those with no savings, no job, and no motivation. Thousands struggled to buy food simply because they assumed ineligibility or felt shame. SNAP needed a facelift.
This large-scale branding campaign aimed to motivate many more to check their eligibility by presenting a new "face" for SNAP recipients through true-life testimonials.
I recruited, casted, and interviewed all participants, and the content of these interviews expanded into print ads and a newly launched website.
This was also a fun opportunity for me to work with our film crew on b-roll, identifying aspects of each individual’s life that added color to each story.
Format: Web, print, video, social media
Client: NYC Human Resources Administration
Two drugs were permanently changing the conversation on HIV awareness and prevention. I worked on one of the first public health campaigns in NYC to educate about PrEP and PEP.
My headlines target specific audiences: those in negative-positive relationships, those having casual sex, and those who were recently at risk. Additionally, I created language to simply and quickly define these drugs for those who had yet to become familiar with them.
I also played a role in casting and art directing this photo shoot.
Format: Print, web
Client: NYC Department of Health
After speaking with Chris only once, I knew his experience with lung cancer at only 39 could inspire others to quit.
My team and I pitched his story to our client. After getting a green light, I worked closely with Chris to prepare him for my in-depth interview that would produce 4 emotional TV spots.
This was excellent practice in finding the heart of a story, and in asking the tough questions that lead to a meaningful and inspirational campaign.
I played a key role in guiding the editing of these TV spots, which garnered praise from health departments across the country.
Format: TV, online videos, print
Client: NYC Department of Health
Old advice, new spin.
This campaign took the classic advice of moms and doctors one step further by highlighting possibly unknown benefits of eating fruits and vegetables, including increased energy and better heart health.
I worked closely with art directors as I wrote copy to create an upbeat, positive tone.
Format: Print, social media
Client: NYC Department of Health
