CLIENT: MEMORIAL SLOAN KETTERING CANCER CENTER
ROLE: Art Director and Lead Designer
CREATED: OOH Digital Billboards, Print Billboards, Newspaper Ads, Digital Display Ads, Social Media Ads, Social Organic Content, Transit Ads, YouTube Spots, Light Pole Banners, Magazine Ads, Motion Billboards, TVC
ABOUT: I lead the design and production of hundreds of elements for Memorial Sloan Kettering’s “More Than” campaign that was created to instill a more personal experience while highlighting the benefits of MSK to their audience. The creative style was developed with a handwritten, fill in the blank style, telling of the hero’s story and focusing on treatment from MSK. The creative team researched real patients and real doctor’s stories to use in the campaign. Names of the patients or doctors were used to further add emotion and connection to the campaign, as well as close-up photography with warm lighting over the hero.