Concept campaign developed to transform everyday movement into a visible fundraising experience designed to support heart disease awareness and research.
The idea reimagined underused public staircases in high-traffic transit hubs as interactive touchpoints where every step contributed to live fundraising totals displayed across nearby digital out-of-home (DOOH) media, turning routine movement into collective action.
Originally developed as an experiential campaign concept, the project was later brought to life as an AI-assisted motion piece exploring how emerging creative tools can transform campaign ideas into immersive storytelling.
Role: VP, Group Art Supervisor
Deliverables: Campaign Concept, Experiential Activation, Digital Out-of-Home (DOOH), AI Motion Exploration
