Brook Preloader

Work Summary

The brief was to create an activation that was anchored in a compelling PR strategy, supported by striking photo and video production, and brought to life through thoughtfully designed collateral and strategic social media deployment. The activation debuted during ivWatch’s attendance at AVA’s 2024 Conference, ensuring maximum visibility among clinicians, caregivers, and industry leaders.

  • Trade Show Activation: A live, in-person experience featuring Melissa telling her story while doing something she loves, creating an emotional and memorable connection with attendees.
  • Photo and Video Production: High-quality visuals showcasing Melissa’s resilience and beauty, designed to inspire and educate.
  • Custom Collateral: Thoughtfully designed materials for conference engagement, including brochures, banners, and interactive elements.
  • Social Media Deployment: A strategic plan to extend the campaign’s reach, leveraging platforms to engage a broader audience and drive actionable change.
  • Concept Development: Spearheaded the creative vision for the campaign, ensuring it resonated with both the emotional and educational goals of the project.
  • PR Strategy Integration: Collaborated with the PR team to craft a narrative that amplified Melissa’s story and highlighted the importance of IV monitoring.
  • Photo and Video Production: Co Directed high-impact photo and video shoots, capturing Melissa’s resilience and beauty in a way that connected with the audience.
  • Collateral Design: Contributed to the creation of custom-designed collateral for the conference, ensuring it was both visually engaging and informative.
  • Social Media Content: Developed compelling video compilations to extend the campaign’s reach and engagement beyond the conference.
  • Trade Show Activation: Conceptualized and executed the trade show setup, including Melissa’s live participation, where she shared her story in real-time while engaging in an activity she loves.

Melissa’s story will inspire and educate, leaving a lasting legacy that reshapes how clinicians and caregivers approach IV monitoring. This campaign is a testament to the power of storytelling in driving awareness, empathy, and actionable change.

A Preventable IV Injury Changed an Artist’s Life Forever

The goal was to create a series of lean-in moments—that would captivate viewers at the very moment of play. These moments were designed to spark curiosity, evoke emotion, and ultimately drive meaningful online conversation and sharing. The result? A 10-week program that amplified Melissa’s voice and grew her follower base by 5%, ivWatch’s following by 8%.

Tools Used:

  • Descript: For editing, audio refinement, and integrating a close captioned conversation that flowed effortlessly from one emotional beat to the next.

This project was a testament to the art of storytelling—where raw emotion meets strategic creativity to leave a lasting impact

Photo Story

  • Inspiration: A panel of inspirational content, including personal stories of overcoming adversity, artistic representations of pain and healing, and the idea of embracing imperfections as part of one’s identity.
  • Theme: Beauty in pain, resilience, and the reclamation of self-image.
  • Visual Approach: Close-up compositions, dramatic lighting, and symbolic use of the hand to frame and highlight Melissa’s face.

Image 1: The Veil of Strength

  • Description: Melissa’s hand gently covers half her face, with light filtering through her fingers. The injury is subtly visible, but the focus is on her piercing gaze, conveying determination and grace.
  • Mood: Reflective, empowering.

Image 2: Fragments of Identity

  • Description: A fragmented mirror reflects Melissa’s face, with her hand tracing the lines of her injury. The composition symbolizes the pieces of identity coming together to form a whole.
  • Mood: Introspective, poetic.

Image 3: The Embrace of Self

  • Description: Melissa’s hand cradles her cheek, her eyes closed in a moment of self-acceptance. Soft shadows emphasize the contours of her face, creating a sense of intimacy and peace.
  • Mood: Serene, tender.

Image 4: The Light Within

  • Description: A backlit silhouette of Melissa, her hand raised to her face, with the injury highlighted by a beam of light. The image symbolizes hope and the inner strength that emerges from adversity.
  • Mood: Inspirational, ethereal.
  • Styling: Minimalist wardrobe to keep the focus on Melissa’s expression and the symbolism of her hand. Neutral tones with occasional pops of color to evoke emotion.
  • Lighting: Dramatic, high-contrast lighting to emphasize texture and emotion. Natural light used to create a sense of authenticity.
  • Post-Processing: Subtle enhancements to highlight details, with a focus on maintaining the raw, emotional quality of the images.

This series is a tribute to the beauty found in vulnerability and the power of embracing one’s scars—both visible and invisible. Through Melissa’s story, I aim to challenge societal perceptions of beauty and strength, offering a visual narrative that celebrates resilience and self-acceptance.

This series has been featured in [exhibitions/publications/social media platforms], sparking conversations about identity, resilience, and the redefinition of beauty. Viewer responses have highlighted the emotional depth and relatability of the work, making it a powerful tool for advocacy and self-expression.

Social Engagement

  • Storytelling: Melissa’s narrative, being the heart of the campaign, focusing on authenticity and emotional connection.
  • Visual Style: Striking, empathetic visuals that balance human elements with medical context, ensuring the message is both relatable and professional.
  • Tone: Compassionate, urgent, and educational, avoiding fearmongering while emphasizing the importance of vigilance.
  • Platforms: Tailored content for LinkedIn, to reach a targeted audience, including healthcare professionals, patients, facilities, and caregivers.

Software:

  • Figma: Used for designing the social media posts, creating wireframes, and collaborating with the team to ensure a cohesive visual identity.
  • Descript: Used for producing video cuts with closed captions displayed and short edits for social use.

Deliverables:

  1. A series of 2-6 social media posts (static and carousel formats).
  2. Captions and hashtags tailored for each platform.
  3. A style guided to maintain consistency across all visuals and messaging.

Impact:
This campaign educated and furthered change by making the abstract tangible. Melissa’s story will serve as a catalyst for better IV monitoring practices, ensuring that her loss leads to meaningful progress in healthcare and for others to share their stories as well.

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