Military Officers of America at Capitol Hill
For this role, I art directed and designed a full magazine spread and html banner ads to advocate for the importance of military veterans and their rights. MOAA, an organization that supports and connects military personnel of all ranks, went to Capitol Hill to proclaim the importance of earned benefits for all members and the greater military. The spread transports you directly into the perspective of every service member and their background fighting for our country.
The project combines print design and intentional story telling to bring the service members to life enough to cause direct change on the Hill.
Lead Creative/ Copywriter: David Bernstein. Animation: SVRTS Studio.
Behind the Ad
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Cuts to earned benefits for military service members across branches caused MOAA’s need to speak out. This ad directly calls out cuts from a legislative level and aims to expose the injustice. Through the emotional imagery and bold type, the viewer directly transports into the shoes of a service member. The combination of exposing copy with a contextual image, forces an immediate understanding of the push for earned benefits.
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The direction behind this print ad and set of digital banners begins with the every service member’s story. This cause brings a deep set of emotions that aid in supporting MOAA’s intent with this ad. The imagery and story within the copy instantly call out the goal of aiding our country’s veterans and active members. The story throughout the ad directly displays who this ad aims to support.
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This project went through multiple rounds of different directions. We balanced between some versions with bold type where the image adds important context, ads where the image and the emotional portrait of the service member strikes first with copy later, and finally a combination of balancing images and words to tell a greater story in a more gradual way. The story and emotion guide all of the different directions explored.
Alternate versions can be found below.
Alternate Explorations
Animated HTML Banners
The banners serve as a continuation of the call to action from the print ad. The banners immediately transport you into the world of a service member. The mix of imagery, motion, and verbal call to action continues the story. The banners were executed at five extended sizes.