Military Officers of America at Capitol Hill
I conceptualized and designed the creation of MOAA’s The Hill military benefits campaign.
The idea: it’s not enough to simply thank members of the military; we need to fight to protect their benefits. The campaign sends viewers to empathize and understand the plight of these military members and veterans through bold and clear photography and typography. The campaign unfolded as a print newspaper spread and animated paid media banners. From creative strategy, image selection, and design, I pushed the vision and executed the campaign from conception to production. Creative lead and copywriting by David Bernstein, animation by SVART 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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MOAA’s push for benefits military benefits relies heavily on the understanding of a service members’ experience. The art direction of this ad does the heavy lifting to tell this story. In the final ad and all alternative executions, upon initial viewing you understand exactly who this call helps and how important it is. The direction draws on emotional story of service members. The bold type adds deeper context to the visual story from the image. The combination of the two brings the empathetic story to life to call to action.
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This project went through multiple rounds of different directions. We balanced between 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.