Context

The client, a Baltimore-based credit union, runs an annual awareness campaign across channels including OOT ads, digital and print ads, and OOH. Occurring in the wake of a tragic bridge collapse that majorly affected the city and its people, the campaign’s theme needed to be positive and uplifting while also validating the city’s lived experience. With this in mind, “We see you…” became the overarching concept that would span across two individual quarterly campaigns and also inform the approach to product-centered campaigns during this time period.

I owned the art direction of both of the awareness campaign’s video ads, partnering closely with the agency’s copywriter to ideate the concept. Moving into development, I created a storyboard and executed the motion graphic design in Adobe After Effects.