Bret Thomas - Art Director
Andrés Caleb Tejada - Lead Designer
Andrés Caleb Tejada - Lead Designer
In summer 2020, COVID-19 cases in Central Florida were increasingly affecting younger demographics. To reach this audience more effectively, I led the creative direction and messaging strategy for a targeted public awareness campaign.
Breaking away from traditional CDC-style messaging, I crafted a simplified, memorable framework—Cover. Distance. Clean. (CDC)—paired with the tagline: “Let’s make this our last COVID summer.” The campaign launched across social media and Downtown Orlando signage, using bold imagery and direct language to resonate with younger residents.
We extended the campaign with a 15-second motion graphics PSA on local television, amplifying our reach. In January 2021, we refreshed the visuals with new photography, omitted the summer reference, and expanded our presence across Downtown to maintain visibility and impact.
