The Annual New York Cares Coat Drive, now in its 30th year, is New York Cares’ flagship program and one of New York City’s most recognizable charitable events. Each year New York Cares urges residents to donate new or gently used winter coats, or dollars, to provide for New Yorkers in need. The campaign ran in all of New York City’s five boroughs and surrounding areas, including skyscraper locations at Times Square. For the 30th anniversary, we opened up two pop-up locations where people could drop off coats and write a message to the recipient of the coat. At these two locations, which were both open for only 5 days each, New York Cares collected over 2,500 coats.
I was in charge of creating the event branding, as well as executing the design. I designed print ads, digital ads, promotional materials, and videos for Times Square screens among other locations. I was part of the team brainstorming the campaign. For the pop-up shops, I art directed the execution and oversaw the team.