National Women’s Law Center:
Caregiving Campaign
role: art direction & motion design
Caregiving is some of the most important work there is. It’s also some of the most invisible.
We partnered with the National Women’s Law Center to help change that, creating a multi-channel campaign that celebrated the people caring for everyone else. Through YouTube, CTV, and display ads, we paired emotional storytelling with a clear call to action, encouraging audiences to call Congress and demand better benefits for caregivers.
The challenge was creating a campaign that could balance urgency with empathy. We wanted audiences to recognize the everyday realities of caregiving while leaving them with a clear action they could take to support the people doing this essential work.
Caregiving CTV
As the art director, I developed a visual language that felt handcrafted and deeply human. We combined rotoscoped footage with layered collage to create something warm, textured, and intentionally imperfect, reflecting the care, time, and humanity at the center of the story.
The visual language extended beyond video into YouTube, CTV, and display, allowing the campaign to feel cohesive across every touchpoint while adapting to each format.
Display ads
Every detail was designed to reflect the warmth, care, and humanity at the heart of their stories.
Credits
Client: National Women’s Law Center
Agency: M+R
Creative Direction: Gwen McGarry
Art Direction & Motion Design: Zoë Soriano
Digital Design (display): Sierra Houk