Sinai Health Foundation
Spring Campaign
Art Direction, Social Media, Landing Page, Print
Overview
Fundraising creative for a children's hospital carries a weight that most briefs don't. The cause is urgent and deeply human — specialized pediatric care — but the creative can't lean on guilt or shock to move people. It has to earn attention, build understanding, and inspire genuine generosity, all at once. This spring campaign for Sinai Health Foundation set out to do exactly that, across paid digital, direct mail, and a donation landing page.
The Approach
I led the creative from concept through production, with a clear mandate: strike the right emotional tone. That meant finding the line between empathy and education, making the audience feel the importance of the cause without overwhelming them, and making the path to donating feel meaningful rather than transactional.
Visual storytelling was the primary tool. Rather than relying on clinical language or statistics, the creative was built around imagery and narrative that made the stakes personal and the impact tangible. Every format, from a vertical paid social ad to a z-fold direct mail brochure to a landing page was considered as part of a single connected experience, with consistent emotional logic carrying through across touchpoints.
Cross-functional collaboration was central to the process. I worked across teams to problem-solve in real time and keep the work elevated at every stage of production.
Direct Mail
Landing page
Sinai Health Foundation
Holiday Campaign
Art Direction, Strategy, Social Media, Print
Overview
Cancer research is one of the most complex, data-rich stories a nonprofit can try to tell, and the holiday season is one of the noisiest times to tell it. This campaign for Sinai Health Foundation had to cut through the seasonal clutter, make the science accessible, and convert awareness into donations, across video, direct mail, and paid digital.
The Approach
I led concept and art direction for the full campaign, with a particular focus on one of the harder creative challenges in nonprofit work: translating dense research data and statistics into storytelling that actually lands. Numbers tell one kind of story. People tell another. The approach was to use bold, insight-driven creative to bridge the two: grounding the work in real research progress while making that progress feel urgent and personal to the audience.
From strategy through execution, I collaborated across departments to ensure the creative was not only artistically strong but also aligned with the foundation's fundraising goals and messaging priorities.
Direct Mail
