i was working on a pitch for a pet flea treatment when...
Any political feelings aside, I hope this was work that did some good.
The brief was to evolve the creative from a Public Health campaign to a National Emergency one.
Quickly. Very quickly.
Quickly. Very quickly.
it was pretty hard to miss
and a once in a lifetime - i hope - creative opportunity.
The tone was bold and serious, providing accurate messaging on the risk that Coronavirus posed, so people felt motivated to protect themselves, their loved ones and others. Information was conveyed in bite-sized, clear actions. Creative included a ‘Spectrum of Emergency’, from high alert to positive steps people should take - and was always serious.
Continual research helped keep on top of the changing mood and context to enable the creative to respond accordingly. The overall campaign remained fluid and flexible to accommodate constantly evolving messaging and audiences.
I art directed the ‘Emergency Branding’ and the initial ATL and social creative that was then rolled out by other agencies.
This was the biggest public health campaign in British history.
CONCEPT • COPY • ART DIRECTION
There were many not-so-social posts
CONCEPT • COPY • ART DIRECTION
No meetings in lockdown for me. i stayed home.
I worked with a copywriter to create the initial campaign social assets and those targeting specific age groups. As well as the campaign-specific content, daily social posts were produced with multiple assets repeating the current messaging and ‘rules’ in various designs.
Initially, it was just me, a copywriter and a motion designer creating the content. Despite a team of graphic designers and writers taking over most of the daily content after 6 months, leaving me to art direct the campaigns, I still produced about 1000 assets over 16 months (and none were sexist...).
there were many different covid campaigns
ART DIRECTION
requiring about 17 brand books.
I worked in partnership with Mullen Lowe to develop the art direction on the 'Look me in the eyes' campaign.
including those for general health and economic recovery
ART DIRECTION
I created the logo for the better health campaign, working in partnership with M&C Saatchi for Public Health England. This was then adapted for the Help us help you campaign on which I also art directed.
As part of the economic recovery, I art directed the Help to Grow and Skills for Life campaigns.
it was certainly an experience I will never forget.
