This social-first campaign used pop culture as a strategic entry point to make voter registration timely, relevant, and actionable during the 2024 election cycle; partnering with several music festivals and music celebrities like Ariana Grande, Camila Cabello, Child Gabino, and more through HeadCount.

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I led the creative direction for the campaign, guiding a distributed team of design contractors and overseeing the development of a flexible visual system built to scale across partners, platforms, and audiences. The work balanced recognizable cultural references with trend-responsive design, ensuring each piece felt native to social while maintaining clarity and credibility.

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The campaign launched with over 100 original social graphics alongside dynamic stories and short-form video content. Each asset was designed to resonate with distinct demographics through impactful messaging, experimentation, and clear calls to action. We shaped the narrative approach across both paid and organic placements, incorporating reels and stories that captured attention quickly and encouraged sharing to amplify reach.

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The result was a significant increase in voter registrations, driven largely by this integrated social effort—demonstrating how culturally fluent art direction, strong systems, and intentional storytelling can translate attention into meaningful civic action.