CMS: HISPANIC MEDICARE
ENROLLMENT CAMPAIGN
Art Director for a multi-year national 360 campaign for the Centers for Medicare & Medicaid Services: leading creative development and storyboarding to reach Spanish-speaking older adults during Open Enrollment.
The Narrative Spark ✦
Creating the foundational concept for the "Me Cae Bien" commercial: focusing on authentic, positive neighborly conversations to build trust.
Visual Storytelling ✦
Translating campaign messaging into visual frames to ensure the final production reflected the audience’s values and energy.
Unified Outreach ✦
Overseeing the execution of static and animated assets for the CMS Outreach webpage to maintain a consistent brand identity.
National 360 Strategy ✦
Orchestrating a comprehensive campaign across radio, print, digital, social, and paid search to drive Medicare plan comparisons.
Cultural Resonance ✦
Developing the "Me Cae Bien" concept to foster authentic representation and positive engagement within the Hispanic community.
Campaign Longevity ✦
Leading visual development and conceptual planning for three consecutive years to evolve the brand for a national audience.
Created in 2024 with ForsMarsh
Creative Director - Aerien Mull
Associate Creative Director - Cassie Deogracia
Senior Digital Art Director - Sue Raaz
Art Director - Drea Olivera
Copy Writer - Jorge De Jesus