ART DIRECTION / SOCIAL-FIRST CAMPAIGN
As part of Duncan Channon’s creative team, I developed social-first creative for California’s statewide COVID-19 vaccine campaign. Working across four content pillars—Connect, Educate, Normalize, and Activate—I helped translate complex health information into clear, culturally relevant content designed to build trust and drive action.
CONNECT
Designed storytelling pieces like bio-pics, testimonials, and positive news updates to create emotional connections and amplify personal experiences.
EDUCATE
Developed clear, data-driven visuals and shareable graphics to counter misinformation, including deep-dive carousels and animated explainer posts.
NORMALIZE
Created content highlighting trusted voices like community leaders and healthcare workers, as well as peer Q&As and video office hours.
ACTIVATE
Designed instructional guides and “follow-along” visuals to simplify vaccination logistics and inspire action.
Campaign Style Guide
CONNECT ASSETS
Better News break posts - Bio-pics posts
EDUCATE ASSETS
Headlines - Deep Dives - Animated Data & Goals
NORMALIZE ASSETS
Testimonials - Office Hours - Ask a Peer
ACTIVATE ASSETS
Testimonials - Office Hours - Ask a Peer
PRINT ADS