We Can Do This + Risk Less Do More
Role: Lead Art Director
Client: U.S. Department of Health and Human Services (HHS) / CDC
Agency: CMRignite
Overview
As Lead Art Director on the “We Can Do This” COVID-19 Public Education Campaign, I was tasked with shaping a national initiative designed to build trust, drive awareness, and encourage vaccination among diverse audiences. This was one of the largest public health efforts in U.S. history, and my work focused on making the message accessible, authentic, and culturally resonant.
My Contribution
+ Directed the creative development and visual identity across broadcast, digital, and print.
+ Led multiple commercial productions from concept to delivery, collaborating with directors, talent, and production crews to ensure culturally relevant storytelling.
+ Oversaw design and execution of multichannel assets: television, radio, digital banners, social media creative, OOH, and print.
+ Worked closely with media and strategy partners to ensure creative alignment with community outreach and distribution.
Campaign Execution
Broadcast Commercials – I directed the creative approach for multiple spots, including:
+ “Surprise” — A heartfelt family-centered spot highlighting intergenerational connection.
+ “I Got This” — A relatable booster-focused message showing everyday confidence in community health.
+ “Dr. Nina Ford Johnson” — A testimonial-led piece that elevates trusted medical voices.
+ “The Answer” (Boxer Theme) — A powerful metaphor-driven spot built around strength and resilience.
Community-Driven Stories (CDCF Partnership) – To ground the campaign in real-life experiences, I directed four commercials featuring authentic community voices:
+ A teacher supporting students’ health.
+ A baker rebuilding business through resilience.
+ A barber protecting his neighborhood.
+ A new mother prioritizing family safety.
Digital, Print & Social Media – The campaign extended far beyond broadcast, with cohesive visuals and messaging across:
+ Digital display and paid social ads
+ Print placements in local and national publications
+ Event activations and community partnerships
Partnerships
The campaign extended far beyond broadcast, through innovative partnerships and cultural integrations:
+ Urban One / OneX — Collaborated on lifestyle-focused content, including “Dancing into a Healthy 2025” with Cynthia Bailey, blending wellness and culture.
+ HBCU Tailgate Tour — Partnered with HBCUs nationwide to engage students, alumni, and fans at football tailgates, turning cultural pride into community health advocacy.
+ Local and national digital + print campaigns aligned with regional events and trusted voices.
Results
The “We Can Do This” campaign became one of the most recognizable public health efforts of the pandemic. By combining broad national reach with community-specific storytelling, we successfully drove awareness, trust, and engagement across diverse audiences.
Honored with two Gold Awards at the Hermes Awards in the Integrated Marketing Campaign category (TV spot and combined TV + radio)
