Moments that matter
Challenge: Create a relatable and authentic social campaign highlighting sources of indoor air pollution.
Solution: We ditched the CGI and went straight to the source. Identifying everyday moments, we used macro lenses to spotlight the hidden pollutants lurking in our homes.
My Role: From concept to completion, crafting the story with my copywriting partner, developing the strategy, and guiding the Art direction pre and post-production.
These 6 moments were part of a targeted campaign, requiring intros that resonated deeply with the audience. They needed to be captivating, emotionally engaging, and able to stand out in the fast-paced, easily scrollable world of social media.
Six key moments
Cleaning the House - Social video
Playtime with Pets - Social video
Cooking Together - Social video
Sleep Time - Social video
Decorating - Social video
Home Workouts - Social video
16x9 Social video - Combined moments
Part of the strategy was to initially capture the audience’s attention with the individual 6 moments, then retarget them with a more educational piece highlighting the various sources of indoor pollution.
Moments combined
Instagram stories
To ignite audience engagement and deepen understanding, we crafted a series of compelling stories that spark curiosity and contemplation. These narratives encourage active participation, while simultaneously illuminating the frequently overlooked consequences of indoor air pollution.
Home workout - 4x Stories
Cooking Together - 4x Stories
Playtime with Pets - 4x Stories
All these assets led viewers to a dedicated landing page that provided a deeper dive into the causes of indoor pollution and explained why it’s a serious concern. As part of my role, I closely collaborated with the UX/Web team to ensure the narrative and visual elements were seamlessly aligned.