United for UNHCR:
Planned Giving CTV
How do we talk about legacy without it feeling heavy?
For U4U, I was the Art Director on a three-part CTV series that reimagines planned giving in a more human, approachable way.
The videos encourage viewers to consider including a charitable gift in their will, focusing on long-term impact and personal meaning rather than pressure or urgency.
We used U4U’s real photography assets and brought them to life with motion graphics and animation, adding warmth, emotion, and movement throughout the series.
The result is a set of spots that feel genuine, modern, and emotionally engaging, showing how planned giving can be about care, values, and the future you want to help shape.
Photo Collage
For this video, I wanted our audience to feel like they were seeing slices of life, as if in a scrapbook. The dark, textured background sends each photo forward, bringing attention to each photo with care.
Sketchbook
For this concept, we wanted to lean into the human and concept with each photo in a messy, but raw way.
Soundwaves
We wanted to draw more attention to the emotional imagery here, and took a more minimalist approach while also using captions + sound waves to help tell the story.
Credits
Client: United for UNHCR
Agency: M+R
Creative Direction: Steve Daigneault
Art Direction & Design: Zoë Soriano