DRAW THE LINE, CONNECT NYC
CREATIVE DIRECTION FELLOW, 2020
Goal: To learn and understand the in’s and out’s of what it takes to be a Creative Director through this 8-week fellowship program, amidst the global pandemic of COVID-19 created by 100RosesFromConcrete.com. My team’s focus was an end-to-end campaign for the CONNECT NYC nonprofit. I led my team in the strategizing, and execution of visuals to create a 30 second PSA that aired on live TV in NYC to honor the organization’s work. Our campaign, “Draw the Line” focused on building awareness for the unique programs they offer in hopes of preventing domestic violence, and promote gender justice.
Worked in collaboration with a talented team: Accounts: Joalid Fernandez, Paul Florez-Clavel, PM: Mohamed Amribet, PR: Megan Lei, Linda Qibing Li, Media: Katie Mansfield, Enjay Brown, Strategy: Andrew Burch, Makeda Blackwood, Copy: Sam Herriges, Design: Lilian Martines, Maria Camilla Vargas, Production: Julia Alberici
THE WORK
The idea: Through various rounds of ideation, our team built our 30 second PSA from this mood board. The vibrant and bright colors helped us bring a youthful and welcoming approach to a younger audience while not alienating other groups, while still being bold to further drive home that Interpersonal violence cannot be ignored.
The Process: Working closely with our producer, the designers took in the work done by our strategists, copywriter, to flush out storyboards and make decisions of what we wanted our 30 seconds to show in the PSA.
The Rebrand: Through the project, we didn’t only get the chance to create a PSA but also a rebrand for the client. Rebrand work designed by Maria Camilla Vargas.