Integrated Campaign · Art Direction · Motion · Social
Veterans Week Campaign
+20% campaign engagement
Client
CALIBRE Systems
Role
Art direction · campaign design · motion · social creative
Timeline
2019 — 2022
Deliverables
Video · Animation · Social campaign · Digital creative
+20%
Campaign engagement
10+
Videos
15+
Social posts
2019–2022
Multi-year campaign
01 — Challenge
Veterans Week arrives every year with the same risk: sincere stories reduced to a flag graphic and a thank-you line. The programs needed a campaign that felt personal and specific, held together across a full week of daily posts, and could be rebuilt each year without starting over — while staying appropriate for a defense and government-adjacent audience.
02 — My Role
- Campaign concept and message hierarchy
- Art direction across video, animation and social
- Scripting, editing and motion graphics
- Platform-specific adaptation and captioning
How it was solved
03 — Creative Approach
01
Message hierarchy
Structured each year around individual veteran stories first, organizational messaging second, so the audience meets a person before a program.
02
Visual system
Established a typographic and color system with a consistent portrait treatment, so a post is recognizable as part of the campaign before the caption is read.
03
Motion language
Built animated title cards, lower thirds and end frames as reusable templates, cutting the production time for each subsequent year.
04
Channel adaptation
Adapted every hero piece into platform-native cutdowns, stills and caption-ready versions for accessibility.
Film
Campaign films
Systems thinking
The System
- Hero campaign creative
- Interview and story videos
- Daily social sequence
- Animated title and end cards
- Internal comms placements
- Event and stage graphics
Related work
04 — Selected Execution
Documentary · Motion · Sponsored by AT&T
National Guard Museum Documentary
Created the documentary intro for the National Guard Museum in Washington, DC, sponsored by AT&T and produced during the COVID-19 lockdown.
Documentary intro produced during COVID lockdown
View Case Study
Animation · Video · Narrative Design
Motion & Visual Storytelling
Selected motion work spanning documentary, corporate communication, campaign storytelling and digital content.
View Case StudyEvidence
05 — Impact
+20%
Campaign engagement
10+
Videos
15+
Social posts
2019–2022
Multi-year campaign