HealthCare.gov
Client: U.S. Centers for Medicare & Medicaid Services
Through spring and summer of 2021, I had the opportunity to help develop and launch HealthCare.gov’s 2021 ‘special enrollment’ campaign. This campaign was part of the new Biden administration’s push to enroll as many Americans with health coverage as possible. I collaborated with a large Weber Shandwick creative team that included art directors, copy writers, designers and video production partners. As we developed the campaign, my focus was to help organize and lead the design of our social media assets and digital display advertising.
Below: Our production partners produced the below video. It kicked off the campaign and ran across television and streaming platforms. It also served as the lynchpin for the rest of the campaign’s creative.
After our production partners had finished the campaign ‘hero’ video, I worked with our design team to develop a large suite of creative assets that would be used across social media, digital display, homepage take-overs and out-of-home advertising.
Below: One of our major campaign tactics was the execution and implementation of a “high-impact” digital advertising roll out. This included customized homepage take-overs of major media outlets like CNN, USA Today, Spotify, CBS Sports, Bleacher Report and ESPN, to name a few.
Shown below are mocked up examples of some of the sports-focused creative I designed for our “high-impact” digital campaign.
Below: In addition to developing tailored digital ads for major media outlets, I also developed several sets of HTML5 digital banners, like the examples shown below.
Below: Another major component of our digital campaign was the design and development of a large suite of social media for trafficking across Facebook and Instagram. This included animated video units for Instagram Stories and static in-feed graphics for Instagram and Facebook.
