Boost Oregon & OHA - Covid19 Vaccine Campaign

Client:

Boost Oregon / OHA

Category:

Art Director / Director of Photography

Project date:

April 16, 2021

Location:

Oregon : Portland, Bend, Warm Springs, Garibaldi

The Idea:

"Let's Cross the Finish Line Together" used vaccination as a unifying metaphor, portraying it as a collective race to protect our community. By highlighting diverse key demographics, the campaign fostered inclusivity and inspired Oregonians to work together toward a shared goal of saving lives.

For the Oregon Health Authority’s COVID-19 Vaccination Campaign, Boost Oregon teamed up with OHA to tackle vaccine hesitancy across the state. As an Art Director, I developed the concept "Let's Cross the Finish Line Together," a unifying message that encouraged all Oregonians to come together and reach the shared goal of protecting their communities. The campaign’s focus was on representing key demographics and highlighting the diverse communities most impacted by vaccine hesitancy, fostering a sense of inclusivity and collective effort.

Serving as Director of Photography, I approached the visuals with a documentary-style lens, showcasing the humanity and cultural richness of individuals from all walks of life. By blending authenticity with a powerful narrative, the campaign emphasized the shared values and hopes of Oregon’s residents. The result was a poignant, impactful PSA that resonated across the state and beyond, culminating in national recognition when it was featured in a CNN story.

Press: CNN Story

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