Executive summary

Since 2023 I have led creative direction for NHTSA digital awareness campaigns focused on impaired driving, traffic safety and public education. Working closely with the client and their media agency, I oversaw campaign creative across display, connected TV, dynamic creative optimization, interactive media and bilingual executions designed to communicate critical public safety messaging in engaging, accessible ways.

The challenge

Public safety advertising presents a unique creative challenge. Campaigns must capture attention and inspire action while operating within strict government regulations, accessibility requirements and bilingual standards.

Every execution needed to communicate serious subject matter with clarity and consistency across English and Spanish while avoiding messaging that felt overly clinical or fear based. The goal was to create work audiences would notice, understand and remember across an increasingly crowded digital landscape.

Leadership and responsibilities

As Senior Design Director, I led creative direction across the account in partnership with the client, their media agency and internal cross functional teams.

• Leading creative across display, DCO, connected TV and interactive campaigns

• Developing concepts that balanced audience engagement with government and accessibility requirements

• Overseeing bilingual creative execution across English and Spanish campaigns

• Reviewing and refining creative across multiple formats and media placements

• Collaborating directly with the client's media agency throughout campaign development

• Participating in production for the 2023 impaired driving campaign shoot