The Challenge

During a critical phase of the pandemic, the California Department of Public Health (CDPH) needed an engaging, relatable campaign to inform residents about COVID-19 prevention. To cut through digital ad fatigue, the state launched a culturally resonant campaign designed to encourage key safety behaviors—like testing, masking, and staying home when sick—across diverse California communities.

My Approach

I animated and built a versatile suite of HTML5 display banners across multiple standard digital ad sizes. Focusing on bold typography, striking visual pacing, and clear messaging, I crafted dynamic motion sequences that captured attention quickly while remaining easy to digest. Every ad was built with lightweight CSS/JS code and compressed graphic assets to ensure instant loading and smooth playback across all devices and network speeds.

The Result

The campaign delivered high-visibility public health messaging at scale across top digital publishers. The combination of eye-catching animation and lightweight performance helped maximize reach and user engagement, driving viewers to state resources and supporting statewide efforts to slow virus transmission.