In 2020, the world shut down. We had a global brand campaign to launch, no way to shoot new footage, and a TV spot that couldn’t use voiceover. Not exactly ideal production conditions.

So we leaned into what we had. Real people, real moments, and a simple idea: even when everything feels out of your control, you can still choose to smile.

Choose Smile launched with user-generated content and grew into a global creative platform spanning broadcast, digital, social, out-of-home, and performance marketing.

As Associate Creative Director, I helped lead the art direction and development of the campaign’s visual identity, building a recognizable creative system that could flex across markets, platforms, and formats.

What started as a campaign became something much bigger. A cohesive visual language built around bold typography, a distinctive purple palette, expressive photography, and graphic shapes inspired by the simple act of smiling.

The result was a brand world that could evolve without losing what made it recognizable in the first place.

Role: Associate Creative Director, Art Direction

Scope: Global Campaign, Brand Identity, Design Systems, Broadcast, Digital, Social, OOH