Women face emotional, systemic, and societal barriers. Their needs are often treated as an afterthought in healthcare, and their bodies as taboo in culture, making it difficult to prioritize their own care. In short, women face a multitude of challenges when it comes to caring for their health and wellbeing.
Introducing: CVS Health Commitment to Women. Here, my health matters.
My role: Art Director [CDs: Anthony Chelette, Liz Harrison. Copywriter: Riley Ceder]
This project started with storyboards. I concepted how the anthem piece (the :60 above) would play out, and in addition, I built out a :30 that could be cut down from the anthem to help us save time when production would eventually roll around. I then created a series of unique :15s to round out the entire campaign. Pre-production consisted of multiple rounds of feedback where it was my responsibility to be nimble and quick with updates and suggest solutions when needed from creative directors and clients.
In all things location, wardrobe, and casting: I worked alongside creative directors and the production department to create a vision and style for the commercials by way of moodboards, and client-facing presentations.
During the two-weeks of production in L.A., it was my job to collaborate with everyone including the director of photography, prop stylists, and hair/makeup. I obsessed over every frame to ensure the best shot while incorporating the client’s feedback along the way.
From there, I headed straight into post-production, collaborating with an editor to bring the eight :15s to life.
Some of the :15s as part of the campaign:
How it all started:
