Super Bowl Cancer Awareness Campaign
Impact Strip
- National placement in official NFL Super Bowl Program (print and digital)
- Reached tens of millions through NFL and media amplification
- Delivered end-to-end in a three-week accelerated timeline
- Directed AI-assisted concepting and compositing workflows under deadline
- One of CDC’s most visible cancer awareness campaigns
Details below
Challenge
CDC’s Cancer Division secured a rare half-page placement in the official NFL Super Bowl Program—requiring a compelling national cancer screening message within one of the most competitive media environments in the world.
The brief emphasized humanity, family, and representation across communities most affected by cancer, with just three weeks to concept, design, clear, and deliver a fully print-ready placement.
The challenge was to create emotional clarity and visual impact under extreme time constraints without compromising credibility or quality.
Creative Direction & Execution
As Creative Director, I led concept development, creative direction, and execution strategy for the campaign. I assigned the work to a senior designer with advanced compositing expertise while structuring collaborative review sessions across the broader creative team.
Given the compressed timeline, we used AI-assisted concepting (Adobe Firefly and Midjourney) to rapidly explore multiple creative directions. Three concepts advanced based on SME input and strategic alignment.
From there, the work required precise refinement. AI-generated artifacts were corrected through high-resolution enhancement and detailed compositing in Photoshop to ensure anatomical accuracy, cohesive lighting, and print-ready quality.
Throughout the process, I led structured feedback loops with CDC SMEs and stakeholders to align emotional resonance with scientific credibility.
Impact
The final ad was published in the official NFL Super Bowl Program and amplified through NFL promotional channels reaching 36M+ followers. Additional distribution through sports and media influencers extended the campaign’s reach to an estimated 18M+ additional viewers.
The campaign became one of CDC’s most widely viewed cancer awareness messages, expanding national visibility during a peak cultural moment while demonstrating the effective integration of emerging AI-assisted workflows.
My Role
As Creative Director, I led creative direction, team coordination, and stakeholder alignment—ensuring the work met both emotional and scientific standards under an accelerated timeline.
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