125 years of happy healthy futures
Created to mark Children’s Hospital Los Angeles’ 125th anniversary, this integrated campaign honored a legacy of hope, compassion, and pediatric excellence across video, digital, outdoor, email, direct mail, and web.
The campaign centered on firsthand stories from patients and families, highlighting the life-changing impact of CHLA’s care, research, and commitment to helping children thrive. The anniversary film served as the emotional anchor, while the broader campaign extended that story across multiple touchpoints to drive awareness, engagement, and giving.
The art direction focused on expressing joy and optimism through color, light, and composition, intentionally drawing from CHLA’s brand palette to create warmth, trust, and visual continuity. Each asset was designed to feel connected to the larger campaign system while still working within the needs of its specific channel, from high-impact billboards to donation-focused digital ads.
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
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.
