California Department of Public Health
A Historic Effort to Keep Californians Safe
I was one of the creative leads on the state-wide COVID-19 public health campaigns. The work guided Californians through safety measures, surges, and vaccinations in real time. I helped create messaging for the most complex and vital public health campaign in California's history, reaching millions with life-saving COVID-19 messaging and guiding them through safety measures, surges, vaccinations, and boosters.
Holiday Gatherings - 2020
The 2020 holiday season marked a critical moment for messaging as people yearned to reconnect after months of social distancing. Whether for Halloween or the Winter holidays, the desire to gather was strong, pandemic or not. In the early days, stock images didn’t reflect reality, with no one wearing masks, and people needed clear, relatable guidance.
We developed creative assets and messaging in 12 languages to meet the moment, using illustrated characters to communicate safe behaviors quickly and effectively. We focused on social distancing, mask-wearing, and encouraging safe in-person or virtual gatherings. This campaign provided practical solutions during a time when many were uncertain about how to celebrate safely.
Keeping California Moving - 2021
As California entered the next phase of the COVID-19 pandemic in the summer of 2021, a renewed sense of hope emerged. With COVID-19 vaccines and medical treatments readily available, businesses and the economy began to reopen. Infection rates were dropping, and California’s vaccination efforts led the nation, bringing the state closer to the vibrant, bustling California we all know.
Yet, the pandemic remained ever-evolving. To ensure progress continued, we crafted messaging that encouraged Californians to embrace life’s return to normal while staying vigilant. We urged people to follow safety guidelines to protect themselves and their loved ones.
To amplify this message, we partnered with international music sensation J. Balvin and his hit song "Mi Gente," creating an energetic, cinematic vision of hope and togetherness. With the music fueling optimism and stylish visuals depicting everyday life, the campaign inspired Californians to continue the fight against the pandemic by reminding them to stay safe and keep moving forward.
Breaking through Fatigue with FOMO - 2022
In a quirky initiative to encourage Californians to get vaccinated and boosted, and to ensure that the fun doesn’t slip through their fingers, we launched a small-scale campaign with a large-scale message: Don’t let the fun slip away—wear a mask, get tested if you feel sick, and receive your vaccinations and boosters.
As the pandemic continued, fatigue began to set in. People felt overwhelmed by the constant discussions and reminders about COVID. Our challenge was to cut through this exhaustion and motivate Californians to get vaccinated and boosted, keeping the fun from slipping away. We tapped into the universal feeling of FOMO—the fear of missing out. As life gradually reopened, people were eager to reconnect, see friends, and return to enjoying life.
The message was straightforward, but the presentation was unforgettable. Through playful visuals and the creative use of finger puppets, this campaign cut through the noise, resonating with audiences and reigniting the desire to stay safe.
Quotes from Testing:
“The ad was interesting and unique; it had my attention because of how unique yet bizarre it was.”
“The use of human fingers fully decked out in clothing and masks and living in their own little finger world was so very interesting to me. I guess I see it as a form of art, and I love art expressed in all forms. To me... this is brilliant.”