Gilead: Summer of Soccer
Kicking Stigma. Amplifying Care. With the U.S. hosting both the FIFA Club World Cup and the CONCACAF Gold Cup, we saw an opportunity to tap into soccer’s massive cultural reach and speak directly to fans. Through bilingual creative, both non-branded and branded, we brought HIV treatment into everyday conversation, pushing against stigma and encouraging people to start and stay in care.
CD Copy Partner: Gregory Seremba
BRANDING
VIDEO
SOCIAL
OOH
Unbranded :30 spot
Social
Unbranded social
Branded social
Interactive Digital Kiosks
Digital Spectacular
Other Placements
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Concept: Soccer became the lens to talk about ambition, connection, and living fully with HIV.
Elements: The design system pulled from soccer culture: bold fonts, high-contrast color, and dynamic photography that reflected the energy of the sport and its audience. Animation was minimal and purposeful. Music and visuals stayed modern, upbeat, and easy to adapt across formats.
Messaging: Messaging was direct, confident, and rooted in real life. Themes centered on community, progress, and showing up, using short and impactful lines Messaging was direct, confident, and rooted in real life. Themes centered on community, progress, and showing up, using short, impactful lines that worked across both unbranded and branded spaces.
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Video Content Development: I led the visual development of :30 and :15 unbranded and branded videos, partnering with my ACD copy counterpart to concept and shape the look, pacing, and structure, using animated design and stock footage to drive emotional, modular storytelling across digital and social.
Out-of-Home Campaign: Oversaw art direction for a suite of static and animated OOH in English and Spanish, building a unified design system with soccer-specific imagery, bold typography, and adaptable layouts for both horizontal and vertical placements.
Social Media Assets: Directed design for social-first animations tailored to TikTok, with extensions for Meta, ensuring motion, tone, and messaging resonated with Gen Pop and Latine audiences.
Display Banners: Art directed a full set of static and animated banners across standard formats, keeping the work visually cohesive and strategically minimal to meet platform and review constraints.
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As an initiative under Gilead, the work moved efficiently through internal review and was approved for full rollout across all channels. It was well-received for its cultural relevance, distinct visual approach, and ability to connect without relying on brand identity. Campaign performance data is still being collected post-launch, with early feedback indicating strong alignment with audience tone and placement strategy.