Carla Hansen

COVID-19 has imposed a brutal learning curve on the world. Unlike any other medical challenge during our lifetime, it has brought the entire world to its knees, despite the knowledge of experts.

Now, we’ve lived through a long quarantine. And while it’s forced us to reinvent almost every aspect of daily life, it’s also given us a gift — the opportunity to use this unplanned downtime for our own self-improvement.

As creatives, this wasn’t lost on us. Even as new information about COVID-19 was arriving daily, we knew this was our chance to make creative that could truly help everyone. So we pursued our own path of discovery by creating these PSA Instagram stories and videos on the next page.

Here, we compare familiar superheroes to the new superheroes — every person who wears a mask and keeps their distance. The CTA is bold and direct.

To support positive action in video, “Discover” is the first of three awareness spots that reinforce the imperative for people to continue wearing masks and keep their distance in public. The messaging encourages positive activity during quarantine. Even as more people are venturing out, COVID-19 isn’t finished with us. Just ask Dr. Fauci.

Note: These videos were completed in early May 2020.

Doctor visits, routine checkups and elective surgery were put on pause for months due to the overwhelming impact of COVID-19. As a result, the fiscal health of many hospitals has suffered. Mount Sinai knew they needed an awareness campaign to bring New Yorkers back to their hospitals.

“Restarting Health” is one of three multi-channel concepts we created to inspire the public’s confidence in Mount Sinai and motivate them to come back in for routine doctor visits they avoided during the height of the pandemic in NYC.

Backstory
No mom wants to find out that her baby has a milk allergy. Especially since uncovering the actual cause is generally a long and frustrating process, due to misinformation. An immature immune system is to blame, not the digestive tract. Our campaign aimed to educate both physicians and moms with factual, thought-provoking headlines supported by concise, informational copy.

Backstory
Health insurance is almost always difficult for consumers to navigate. For the 50+ demographic who may no longer have complete coverage, UnitedHealthCare provides a range of supplemental options that are endorsed by AARP. “Close the gap” is the message and a strong call to action. Dramatic, on-site placement was used to make the messaging as impactful as possible.

Backstory
Enfamil has a long history of innovation. They were the first formula brand to include brain-building omega-3 DHA in its formulas over 20 years ago. Enfamil’s latest formulas include another nutrient, previously found only in breast milk, that’s been identified and chosen for its brain-nourishing ability. Brain First is the core message that lives on every touchpoint, including product sampling mailers, web content, social and pre-roll video. Brain First is a differentiator that’s truly ownable within the category.

Backstory

After ten years of impressive growth, founder and creative director Justin Miskowski knew his company’s site needed a refresh to showcase their current work. Three previous copywriters couldn’t find the voice he was looking for. I was able to strike a balance between professional and the authentic care of a small team.

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Backstory
A first-time mom needs information ASAP when she’s trying to understand why her baby is so uncomfortable and crying non-stop. Gentlease is formulated to gently soothe tummies that are still developing. This ​key visual ​​distills the problem-solution into an immediate call-to-action so mom knows how this specialized formula works and the relief she can expect for her baby. And herself.

Backstory
Wyndham is the world's largest hospitality company with 20 hotel and motel brands in 9,000 locations worldwide. This new suite of co-branded VISA credit cards aims to engage Wyndham's target audiences of consumer and small business with an impressive points-earning and rewards benefit.

"Crush"
Who can argue with a free vacation or get-away, especially when earning it was easy? This concept uses emphatic, every-day expressions to convey just how quickly points become free nights. The copy is paired with relatable earn or burn scenarios to capture attention.

"Payback time"
There's something incredibly satisfying when you finally check-in and walk into your hotel room for the first time. These bed dive images give that "I’M FINALLY HERE!" feeling in an unexpected way. Especially when a short, bold headline completes the story.

Backstory
Our creative team employed a range of social tactics to support the 360 campaigns we created for Enfamil products including Facebook, Instagram and Pinterest.

For each of Enfamil’s solutions formulas that address a specific feeding issue, we created an animated video that quickly explained what causes the trouble and introduced the Enfamil formula designed to make her baby comfortable with feeding again.

Unbranded toddler videos help mom understand her toddler’s behavior and how its all a part of her child’s development.

Backstory
WageWorks provides the tools human resource departments need to offer a range of employee benefits including FSAs, HSAs and commutation options. For this campaign, we used a first-person voice to make the benefit as direct and relatable as possible. Awareness messaging began prior to open enrollment using internal email and e-newsletters, and continued through the sign-up period with posters and on-site graphics.

COVID-19 gave me the time and inspiration to re-connect with my colored pencils. I’ve always drawn faces, but I never want them to be traditional portraits. Unfamiliar colors and mashups intrigue me, so that’s what I pursue.

Backstory
After the success of Enfamil’s super-premium infant formula in China, our team conducted focus groups to gauge the product’s viability for the US market. Based on extremely positive feedback, Enspire was a “go” in the US. Our team developed creative with a sophisticated visual approach and a voice that was more aspirational than the core brand. Channels included a site, introductory DM and eCRM stream.

Backstory
SunCom was a small telecom serving the southeastern states. With Harry Connick Jr. as the face of their brand advertising, we used direct to do the heavy-lifting for many offers including handset upgrades and seasonal promotions. As a result of the company's impressive performance, SunCom was acquired by T-Mobile.

How do you capture the attention of affluent consumers? By providing flexible credit card rewards that give them even more opportunities to enjoy the experiences they love, simply through their usual spending.

Backstory
BellSouth was driven to provide the most advanced telecom solutions to their large business clients. To capture the attention of tech-savvy decision-makers, our team created high-impact lead-gen pieces to help BellSouth sales reps get face-to-face meetings with the right people and close the deal.

Backstory
When a baby reaches nine months old, they can transition to cow's milk.
This is liberating for mom because her baby doesn't have to be breastfed exclusively or by a combination of breastfeeding and formula. That said, this video alerts mom to milk's nutritional shortcomings, starting with an impactful visual, and makes her aware of Enfagrow, a nutritional toddler milk drink.

To steal attention from dermatological industry-leader Botox, Sculptra was developed as an injectable facial solution that worked gradually to provide a younger appearance, unlike the immediate and drastic results of its competitor.

Backstory
Welcome to the world of super-premium infant formula. Enspire. To support the product launch which included product sampling and a distinctive, upscale site design, we created this stylish email program to keep moms informed and engaged.

Capri is an ultra-thin cigarette positioned as the stylish woman’s choice. For this high impact CRM program, we married fashionable imagery with style-driven copy, including a calendar that mailed in a tin to a quarterly style magazine, Captivate.

Backstory
An advertiser doesn’t always have the opportunity to claim superiority. But when the facts put your product ahead of the rest, you use them. That was the case for Enfamil. It owned a collection of impressive product benefits, so we elevated them to put Enfamil on its rightly-deserved “only one” pedestal in banners and on the site.

Enfamil has a range of specialized formulas designed to relieve common feeding issues. These ads quickly convey the dual benefit: calming the feeding issue while providing complete nutrition needed for healthy development.