moodboard
Integrated Visual Capture and Impact
Alongside the anniversary film, still photography was intentionally captured during the video shoot to maximize on-set time and resources. This approach created a cohesive library of imagery aligned with the film’s tone and visual direction, allowing the visuals to extend beyond the initial campaign.
The photography was later used across CHLA’s Season of Giving campaign, ensuring visual continuity across video, print, and digital storytelling. This integrated approach extended the life of the shoot and contributed to measurable impact — generating $2.9 million in donations, with Giving Tuesday alone raising $623K.
The visual assets from the campaign were designed to scale seamlessly across a wide range of placements, including billboards, Imagine magazine, email graphics, donation forms, CHLA.org, and digital display ads. Art direction ensured the imagery maintained clarity, emotional impact, and brand consistency across formats — from large-scale outdoor executions to highly functional digital touchpoints — creating a unified experience wherever the campaign lived.
125 years of happy healthy futures
For CHLA’s 125th anniversary video, I art directed a visual approach that felt playful, joyful, and full of movement — reflecting patients who were no longer in the hospital, but out in the world living happy, healthy futures.
The video became the emotional anchor for the larger campaign, setting the tone for the photography, digital ads, outdoor, email, direct mail, and web assets that followed. Each piece carried the same warmth, color, energy, and optimism established in the film.
year → 2025
ROLE → art director
client → Children’s hospital los angeles
credits →
director: daniel nathan
producer: melissa panzer
dp/editor: catherine mccord
first ad: jeremy cohen
b cam op: David Auerbach
colorist: company 3
first ac: naomi shikuma + Tessa Kier
second ac: Zach Milnamow
dit: Calvin Ferniza
gaffer: Em Shafer
grip/swing: Harrison Segal +
Hope Alexander