Creative leadership
CARE
Clear ideas for complex humanitarian stories.
Executive Creative Director, DELVE · 2025–2026
This selection brings together CARE work across social and display, spanning humanitarian issues, fundraising appeals, and different campaign needs. I led concept development, messaging, art direction, production oversight, client presentation, and final creative review in collaboration with the team.
My role
Executive creative leadership; concept development; copywriting; art direction; production oversight; client presentation; QA and final approval.
The challenge
CARE communicates across urgent crises, persistent global issues, donor relationships, and multiple channels. The creative needed to make each issue clear and compelling while maintaining the CARE brand and the care required for humanitarian storytelling.
The approach
I led concepts, copy, art direction, production oversight, client presentation, and final QA. Across these projects, the team used different visual and messaging approaches to meet the needs of each brief while maintaining brand consistency.
Related work: the Audience-First Creative System
My work for CARE also included the first full implementation of the Audience-First Creative System. That initiative is one part of the broader client work represented here. Most of the creative shown on this page was developed outside that system.
Outcome
The work performed above established performance targets. Specific performance, spend, and campaign data are confidential.