PEP is a New York State initiative who's objective is to place individuals with developmental disabilities into people's homes to be cared for and supported. The launch of the initiative was carried out with a 2 part campaign that ran on TV, Radio, and OOH print all around New York City, and also included a pop-up shop for potential caregivers to visit and ask questions.

Stunning black and white photography (taken of actual caregivers and individuals with developmental disabilities) forms the foundation of the campaign's look, with very little color or other graphical elements to distract from the emotional impact.

Art Direction | Retouching | Web Design | Motion Graphics