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CURB
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UNITED NATIONS
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CLARITIN
| CURB | UNITED NATIONS | CLARITIN
This campaign is all about tapping into the real CCNY experience — the St. Nicholas Park hike, the last-minute quiz cramming, the unpredictable fares, and the daily rush to make it to class on time. I wanted to flip those stress points into fun, relatable moments that show how CURB makes student life smoother. The whole campaign leans into humor, campus culture, and little New York truths — making CURB feel like the smarter, easier choice for students who want every minute to count.
ROLE: ART DIRECTOR/COPYWRITER
ROLE: ART DIRECTOR/COPYWRITER
The “Stay Clear” campaign is centered around one simple truth: allergies interrupt life. Whether it’s the morning rush, the daily commute, or trying to stay present throughout the day. The campaign positions Claritin Liqui-Gels as the tiny hero that restores clarity, helping people feel light, open, and like themselves again. Through warm, human visuals and relatable everyday moments, each ad reinforces Claritin’s promise of fast-acting, non-drowsy, 24-hour relief.
ROLE: ART DIRECTOR/COPYWRITER
“The Space Between” is a campaign built around a simple but powerful idea: the space created by one missing letter can define the difference between crisis and recovery. By visually showing incomplete words like WAR/PEACE, CHAOS/CONTROL, and HUNGER/HOPE, the campaign highlights how narrow the gap is between suffering and stability for millions of Haitians. The use of the red and blue colors of the Haitian flag grounds each ad in national identity and reinforces that the crisis is specific, urgent, and human. Each visual depicts a symbolic hand or figure offering the missing letter, representing the role young people can play in filling that space through meaningful action.
Creative Note: Hero imagery for this campaign was conceptualized and art-directed by me, with initial assets generated using AI. All final compositing, color grading, and typography were executed manually.
TOOL STACK
CANVA | CHAT GPT | PROCREATE | GOOGLE DOCS