Dynamic production
Blood Cancer United
A flexible performance-creative model using Google Studio and feeds to support different donor moments, proof needs, and campaign priorities.
Executive Creative Director, DELVE · 2025–2026
My role
Creative system leadership; concept development; copywriting; art direction; production oversight; client presentation; QA and final approval.
Blood Cancer United required a broad creative range across awareness, fundraising, patient stories, event moments, and different blood-cancer communities. The work used a traditional campaign model strengthened by Google Studio, feeds, and disciplined production systems.
The challenge
Different audiences needed different forms of proof and connection. A newly diagnosed patient, a family member, an event participant, and a donor do not enter the story from the same place. The creative needed to support those moments while staying recognizably part of one organization.
The approach
I led the creative system, concepts, copy, art direction, production oversight, client presentation, QA, and final approval. The team created flexible message and design structures that could move between emotional storytelling, tangible progress, event participation, and matched-gift urgency.
How the system showed up
This was not a full Audience-First implementation. It used a more traditional creative model, supported by Google Studio and feed-driven production where appropriate. That infrastructure made variation, version management, and channel delivery more efficient while maintaining creative standards.
Outcome
The portfolio selection shows range without presenting every variation. The work performed above established performance targets. Specific performance, spend, and campaign data are confidential.
