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she's mom/he's dad campaign
role: art director & designer award: Davey Awards | Silver |
This campaign was developed in response to the question – How can we counter the negativity toward children moving their parents into senior living communities? A difficult, and controversial topic. It was important when approaching this challenge to keep humanity and emotion at the forefront of the campaign. Photography highlighting connection, dreamy atmosphere alluding to memory, and handwritten type calling back days of notes hidden in lunchboxes. The campaign served to emphasize that our parents deserve the best – and sometimes that is the care of a specialized senior living community.
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