Television HULU Spot

Case Study

Credits: Animation by Christopher Sosa

Challenge

Drive awareness that the COVID-19 vaccine was available at Publix Pharmacy through both online appointments and walk-in visits, while delivering clear and trustworthy messaging during a time of rapidly changing public health information. The campaign needed to balance urgency with reassurance, work within regulatory guidelines, and remain consistent across a high volume of touchpoints. Customers had to quickly understand availability, feel confident in the process, and know exactly how to take action whether in-store, online, or on mobile.

Process

Led the creative development of a fully integrated campaign from concept through production. Created the visual system and designed scalable assets for digital, social, email, web, and in-store environments, ensuring clarity and consistency across every format.

For the HULU spot, developed detailed storyboards that mapped messaging, pacing, and visual transitions. Partnered directly with the animator to translate static frames into motion, providing art direction on typography, iconography, color, and timing to maintain brand standards and optimize on-screen readability. Collaborated with voiceover talent to align tone, script pacing, and emphasis with the visual narrative, ensuring the final spot felt warm, reassuring, and action-oriented.

Designed a high-traffic vaccine landing experience, including a waiting room page that throttled user volume during peak demand. The layout prioritized clear status communication, reduced confusion, and reinforced trust while customers waited to enter the scheduling flow. Focused on fast load times and accessibility to support a seamless transition from awareness to booking.

Worked closely with marketing, pharmacy, digital product, and compliance teams to confirm accuracy of information and rapidly adapt creative as eligibility and availability evolved.

Solution

Created a cohesive, multi-channel campaign that combined reassuring lifestyle imagery with clear, action-driven messaging. Designed in-store signage to capture attention in high-traffic pharmacy areas, while digital and social assets directed customers to schedule appointments online. Email and weekly ads reinforced availability and simplified the booking journey. The website experience served as a seamless destination for vaccine education and appointment scheduling.

Impact

The campaign increased customer awareness and made the vaccination process feel simple and accessible. Consistent visuals and messaging across channels built trust and recognition, while clear CTAs moved customers from awareness to action. Meeting customers in-store, online, and in their inbox created a unified experience that supported higher engagement and appointment bookings.