Empowering Your Fire Recovery
In response to the 2022 Calf Canyon/Hermit’s Peak Fire—the largest in New Mexico’s history—we launched a FEMA campaign to encourage claims filing, grounded in authentic representation and community connection. As Art Director, I developed the visual strategy and system, brought to life through an acclaimed PSA animation and supporting assets that helped drive engagement and over $1.7 billion in aid. The campaign received Gold at both the Telly Awards (Art Direction) and Angel Awards (Public Health & Safety Education – Social Media).
Using a handcrafted, collage-style approach, the design system, incorporating textured paper elements and imagery of native vegetation and regional landscapes to reflect the area’s identity. An earthy, grounding color palette evoked stability and resilience, while the campaign spanned OOH, digital, social, print, and video to ensure broad reach and accessibility.
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
Animation - Demo Duck