About the project
I helped shape and execute the Light the World campaign across digital, physical, and experiential touchpoints—ensuring a cohesive message from first impression to real-world action.
The Challenge
Light the World is a global campaign rooted in generosity, service, and human connection. The challenge was to translate that message across a wide range of platforms—web, film, physical installations, and live experiences—while maintaining emotional clarity, accessibility, and consistency at scale.
My Approach
I partnered with cross-functional teams to help design and deliver campaign experiences that worked together as a single system. This included supporting digital landing pages, content structures, and storytelling frameworks, as well as helping shape how physical and experiential elements—like Giving Machines and film-based narratives—connected back to digital entry points. My focus was on continuity: ensuring that the tone, visuals, and messaging felt unified whether someone encountered the campaign online, in a public space, or through shared content. Every touchpoint was designed to guide people naturally from awareness to participation, making it easy to understand how to get involved and take meaningful action.
The Impact
The Light the World campaign became a seamless, multi-channel experience that extended far beyond a single moment or medium. By connecting digital storytelling with real-world participation, the campaign helped turn inspiration into tangible acts of generosity—reinforcing the power of thoughtful design to move people toward good.