The Challenge: The Michael J. Fox Foundation needed to address a critical gap: Black and Hispanic communities have long been underrepresented in Parkinson’s and brain health research, leaving essential questions unanswered and potential breakthroughs incomplete. The client tasked us with creating a campaign that would resonate deeply with these communities, empowering individuals to see their participation in research not just as a contribution to science but as a powerful act of self-advocacy and community care.

The Creative Solution: Our team developed 'Our Future, In Your Hands’—a unifying digital campaign built on the insight that the future of healthcare isn’t only shaped in labs, but by people taking action today. We crafted messaging to affirm these communities’ identities, emphasizing that they are neither invisible nor an afterthought, and that their health, experiences, and voices matter profoundly.

Through evocative headlines and compassionate storytelling, we reframed participation in research as a way to drive progress for everyone, highlighting that showing up is an act of strength and a path to breakthroughs that include all of us. We reminded audiences that they are more than a diagnosis—they are parents, friends, creators, and changemakers with the power to shape tomorrow.

We brought this narrative to life across a suite of digital assets for Display, Native, and Social, each designed to meet audiences where they are and inspire them to engage. The result was an emotionally resonant and visually striking campaign that transformed research participation into a rallying cry for inclusion, representation, and hope.

It was an honor to collaborate with the Michael J. Fox Foundation on such a purpose-driven initiative. Projects like this are why I love what I do: combining strategic insight, creativity, and heartfelt storytelling to help make a real difference.

ROLE: Art Direction, concepting, design, production.