For Musicians On Call, I developed a pro bono awareness campaign built around unexpected visual perspectives that paired musicians and patients in emotionally resonant ways. The concepts highlighted the organization’s impact by making music feel tangible, intimate, and therapeutic rather than simply performative.
Reframing bedside music as a powerful form of care, comfort, and human connection.
I created the campaign ideas, art directed the visuals, collaborated with the photographer and copywriter, and also photographed real hospital visits to document musicians engaging with children and patients.
Scope
- Concept Development
- Art Direction
- Photography Direction / Campaign Development
Ad creative
Behind the scenes photography
Project Outcome
Challenge
The challenge was to raise awareness for the organization in a way that felt emotionally powerful without falling into predictable nonprofit or hospital imagery. We needed a concept that honored both the healing presence of music and the humanity of the patients it serves.
Amazing Results
The campaign was adopted by the organization and helped express its mission through a more distinctive and memorable visual lens. The work also received recognition on Ads of the World.