Planned Parenthood:
Kaleidoscope
How can we position our ad to break through the noise?
Instead of adding to the volume of loud, angry, fight-for-your-attention messaging, this video creates a moment of calm.
In my role as Art Director, I shaped a creative approach centered on affirmation-led messaging and a calming visual language. By pairing simple health care truths with lo-fi jazz and kaleidoscope imagery, the piece uses quiet and restraint as a differentiator, guiding viewers toward supporting Planned Parenthood from a place of care rather than confrontation.
CTV Placement
The concept extended seamlessly into CTV, where the calm, meditative approach had room to fully breathe. In a living-room environment typically dominated by high-energy ads, the lo-fi jazz, affirmation-led messaging, and kaleidoscopic visuals felt even more intentional, turning stillness into a strength and giving viewers a quiet moment to connect before being invited to donate.
Pinterest ad placement
As a static Pinterest placement, the affirmation-led copy and kaleidoscopic visuals feel native to a platform built around intention and self-reflection. The design encourages users to pause, save, and return to the message on their own time.
Credits
Client: Planned Parenthood
Agency: M+R
Creative Direction: Gwen McGarry
Art Direction: Zoë Soriano
Animator: Nikc Miller