CAMPAIGN STRATEGY AND BRANDING
Examples of creative direction in video and campaign strategy
Overcomers Campaign
This ad was an overall campaign strategy for Raw Hope, which is the area of World Vision that serves children in the most fragile and vulnerable places in the world. My role was Creative Director and writer on the entire video and concept. What began as a spoken word poetry piece turned into an entire campaign, which continues to run today. Situating the children who we support as the overcomes they are, and not victims like the world may want to see them, allows WV to demonstrate the role of partnership in our work.
Creative Brand Strategy
Through 3 rounds of testing, charged with creating an organizing idea that would inform the next three years. Based on a need to change the image of how children are represented by those in development, I created More Than. More than is based on the idea that everyone, no matter what their present circumstances, are deserving of a life that more than just getting by. The first iteration is based in our current reality and entitled: More Than Survival