REDISCOVER LOS ANGELES
As part of a $3.4M multi-year COVID-19 communications strategy for the Los Angeles County Department of Public Health, I developed the creative campaign and rollout of Rediscover Los Angeles. Set to be a multilingual, multi-platform campaign that reconnected Angelenos with their communities and promoted vaccines as a pathway to healing. Designed during a critical transitional phase of the pandemic, this campaign reached millions through a mix of culturally resonant visuals, community listening, and precision-targeted placements.
185M
OOH IMPRESSIONS
2.2 M
SOCIAL IMPRESSIONS
12M
RADIO/PSA IMPRESSIONS
My Role
Executive Creative Direction
Led creative vision, messaging strategy, visual identity, and multi-channel execution from concept to delivery across OOH, print, digital, radio, social, and streaming platforms.Campaign Design & Identity
Crafted a visual system featuring vivid gradients, community-forward photography, and hopeful messaging that framed public health through the lens of reconnection and care.Multilingual Accessibility
Oversaw translation and transcreation of assets into 12 of L.A.’s most spoken languages (Armenian, Simplified Chinese, Traditional Chinese, English, Farsi, Japanese, Korean, Russian, Spanish, Tagalog, Thai, Vietnamese) to ensure broad accessibility.Community Listening & Co-Creation
Collaborated with Board offices, Community Health Workers, and local CBOs to ensure lived experiences informed every stage from tone and visuals to placement strategy.
INSPIRATION
Strategy
Phased, Targeted Response
Segmented messaging across different pandemic stages: urgency, education, recovery. Tailored campaigns to address distinct needs of hard-hit and under represented communities.Hyper-Localized, Culturally Specific Placements
In addition to working with mainstream outlets like the LA Times and Spectrum News, we partnered with trusted, community-rooted publications such as La Opinión, LA Sentinel, Siam Town, Q Voice News, and LA Chinese Daily News to build trust and visibility.Humanizing Public Health
Framed vaccination and safety not as mandates, but as acts of care and empowerment to position the LADPH as a trusted partner in recovery, not just an authority figure.
REACTION
185+ Million OOH impressions
12 Million PSA & radio impressions
2.2 Million+ social media impressions
Reached communities across all five Supervisorial Districts in their preferred language
Became a model for cross-cultural public health outreach during the pandemic recovery period