Empathy Campaign: “Bertie” in Folsom & Henrico
Art directed concepts developed with an external agency and internal designers, established the illustration style and character personality, then designed several of the campaign's integral pieces across print mailers, web ads, and directed the social video content.
Creative Solutions and My Role
Reached roughly half a million residents across two counties in Virginia and California, drove a significant spike in site traffic, and reshaped how the org approaches new community campaigns since — the same empathy-first has been used dozens of times across the U.S. to educate residents.
The Outcome
Recycling messaging is almost always guilt-driven or purely instructional. This campaign bet on humor and relatability instead — treating residents like people,
not problems to correct.
The Opportunity
Event Branding Art Direction: Pivot 2024
The Recycling Partnership brought together systems experts for a conference in Kansas City celebrating the organization’s 10 year anniversary and featuring days of networking and updating attendees on all things in the recycling space. But we needed to brand the heck out of it - luckily we had an empathy character named “Bertie” we recently designed to lead the charge with new branding and storytelling at the event.
The Opportunity
Creative directed through brainstorming - lead concepting and some proofing. Helped develop a master list of event design needs as well as picked up production when needed. Produced promotional video and worked closely with our video crew to develop shot lists and string outs during pre/post-production. My team and I designed signage, a full stage layout with digital displays, a mascot costume, full welcome kits, presentations, and more.
Creative Solutions and My Role
A successful, well-branded event with a satisfied crew of staffers and attendees alike.
The Outcome
Video Direction & Production
Behavior Change Workshop
The state of Washington is a big state for recycling right now. This year I went to a workshop and directed a video with a crew to help promote the future workshops.
I interviewed vendors, produced shotlists for a story, ran production meetings, set up on site, and drafted questions and prompted interviews.
Investing in Impact
I produced this video of board interviews overlayed with staff footage and b-roll. I worked with a video vendor to establish expectations of a shoot by providing sample shots, a shotlist, and question prompts. The goal of the video is to encourage new membership to the organization.
10 Year Anniversary Video
I concepted and edited this video with stock and raw video that we shot in celebration of the org’s 10 year anniversary.