Role: Ideation | Creative Direction | Photography Channels: Social | Digital
Brief: Encourage New Yorkers to wear a mask to stop the spread of Covid-19.
Solution: We all want to be outside, smiling again, so we wanted to demonstrate that showing you love your city is by covering up. And that's how idea: "Hide your smile, show your support" was born.
We had less than 2 weeks to create a :30 video with no budget.
- PSA VIDEO -
We encouraged New yorkers to send us their masked smiles, we remastered the song "When You're Smiling" with a local musician, Caty Farly (aged 14), and encouraged New York to spread the love, not the virus.