NEW YORK CITY HEALTH + HOSPITALS
Art Direction, Campaign, Digital, Print, Social
As the COVID-19 pandemic spread through New York City, many New Yorker’s found themselves asking, “What’s next?”.
To put New Yorkers at ease, the City launched a campaign in collaboration with New York City Health + Hospitals to form the NYC Test & Trace Corps. The campaign’s main focus was to let New Yorkers know free COVID tests were available to reduce the spread of the virus.
The overall design approach is energetic, positive and engaging.
The intent was to provide viewers with positive reinforcement of the progress New York has made during the pandemic, thanks to each individual’s commitment to the necessary precautions. Ultimately, we were communicating the next step in addressing COVID-19: testing often, even without symptoms.
The fractal shapes provide youth, energy, and a contemporary look and feel.
Cutouts of individuals and family members are placed inside of the fractals. Although the people in the artwork wear face coverings, they are still approachable, positive and warm to communicate positivity.
The use of primary colors catch a passerby’s attention against the monochromatic city brick and glass facades. The bright colors also offer a hope of optimism and warmth- we can get through and prevail against the virus and pandemic.
While the core campaign covered languages in English, Spanish and Chinese, there was a need to translate additional campaign pieces in to fourteen languages. Images were selected to include representation of these additional backgrounds.
The campaign was citywide and included print, out-of-home, social, subway, digital, TV and radio.
Tactics included display ads, bus shelters, LinkNYC displays, pizza boxes, pharmacy bags, food delivery inserts, rich media, urban panels, TV commercials and newspaper ads. Many tactics were also translated across 14 languages. This campaign was executed remotely- coordinating and planning with individuals across the country.
Role: Art Director, Designer
Client: New York City Health + Hospitals
Creative Director: Ryosuke Matsumoto
Account Directors: Ana Paz, Maleika Cole
Motion Designer: Muhammad Raza
Designer: BriElle Munizzi
Production Assistance: Michael Miley
Agency: Bandujo