She's A Real Hero
This was my first TV project at Fable. I started early in my career and finished with a Richmond Ad Club Bridge Award.
The concept was already underway when I joined: real breast cancer survivors were shown as superheroes before revealing their everyday lives. My job was to build on that idea. I created new scenes that made it into the final spot, storyboarded them, and stayed involved through production calls until every frame was right.
At the same time, I redesigned their logo from scratch. The new look has the same energy as the campaign.
I also created a few teasers ahead of the spot. Social posts built from minimal material, designed to spark curiosity before the full story dropped. Doing a lot with a little is its own kind of creative discipline, and the teasers had to carry the weight of a campaign nobody had seen yet.
The work earned a Bridge Award from the Richmond Ad Club. It was early proof that I could deliver strong results when given creative freedom.
Client: Virginia Breast Cancer Foundation
Year: 2019 - 2021 (Covid)
Agency: Fable
Role: Concepted additional scenes for the TV spot, storyboarded, collaborated through production, designed the teaser campaign, and redesigned the VBCF logo.
