DESIGN DIRECTION & OUT-OF-HOME CAMPAIGN

Well+Being

In an unreliable and over-saturated wellness landscape, Well+Being from
The Washington Post aims to provide trustworthy utility coverage that empowers audiences to live better every day.

What happens when we subtract the noise and add the experts? We found out through a billboard takeover that cut through the noise and chaos in Times Square. Head turning design and relatable messaging interrupted the drone of advertising and dared audiences to confront their relationship with wellness.

My role in bringing this campaign to life involved briefing in and working directly with Koto Studios, art directing the animation and providing feedback along the way. I was responsible for quickly resizing assets, leveraging and redesigning the OOH animation for the digital portion of this campaign, and exploring the co-branding lockup the Brand team would eventually use across campaigns.

Beyond Times Square, the campaign extended to bus shelters in D.C and San Francisco, a takeover of Capital One Arena, and various media placements within The Post’s ecosystem. “Subtract the Noise. Add the Experts” was nominated a Drum Award finalist in the Brand/Design category.