Lurie Children's Hospital / Handfuls of Love
Leading the creative direction, illustration and digital experience for Lurie Children’s Hospital’s annual Handfuls of Love campaign. I built a playful creative world designed to help push participation beyond Lurie’s 10,000-Valentine goal.
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Every Valentine’s Day, Lurie Children’s Hospital invites people to send messages of love and encouragement to children spending the holiday in hospital. For the 2022 Handfuls of Love campaign, I worked with the team at Reason One to create a playful new visual world spanning illustration, digital advertising and UX/UI.
The concept, Birds in Outer Space, featured a cast of hand-illustrated birds exploring a colourful, slightly strange universe of planets, stars and far-out Valentine’s messages. I led the visual direction and illustrated the characters and artwork by hand, building a flexible creative language that could extend from individual cards to the broader campaign.
I carried that world into the landing page and card-sending experience, where visitors could choose a Valentine, add a message and send it to a patient. The result was a cohesive campaign built around one central idea, bringing illustration, interaction and campaign design together in support of Lurie Children’s goal of delivering 10,000 Valentines to patients.
