Concept campaign developed to transform everyday movement into a visible fundraising experience for heart disease awareness and research.
The idea reimagined underused public staircases in high-traffic transit hubs as interactive touchpoints that connected physical activity with real-time public participation. Movement data generated through stair usage contributed to a live fundraising total displayed across nearby digital media installations.
The campaign was designed to connect personal action with collective impact — turning a simple daily decision into a shared public movement supporting heart health awareness and charitable giving.
The concept was later extended into a motion exploration using AI-assisted workflows.
Role: VP, Group Art Supervisor
Deliverables: Campaign Concept, Experiential, Digital Out-of-Home, Motion Exploration
