CMS Hispanic Medicare Enrollment Campaign
This national campaign, created for the Centers for Medicare & Medicaid Services (CMS), was launched to raise awareness among Spanish-speaking older adults about the importance of reviewing and comparing Medicare plan options during Open Enrollment. I worked on this ongoing campaign for three years, each year introducing new campaign concepts and visuals. As Art Director, I played a key role in visual development and conceptual planning, creating culturally relevant content that resonated with the audience.
This campaign included radio ads, print ads, digital and social ads (static and animated), paid search ads and outreach materials posted to the CMS Outreach and Education webpage.
We launched “Me Cae Bien (What Fits Well With You),” a commercial highlighting the importance of comparing Medicare plans during Open Enrollment, featuring a conversation between two neighbors. Pre-tested with our audience, it resonated for its positive tone and authentic representation. I played a key role in creative development and storyboarding, ensuring the visuals and messaging reflected the audience’s values and energy.
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