Warriors in Pink

Razones que salvan vidas

(Reasons that save lives)
We collected these reasons to create a special mural with local street artists for Breast Cancer Awareness Month.

Role

Senior Art Director

Concept creation
Technical scoping with developers
Art direction for digital production
Art direction for video production
Client-facing presentations

Brief

Every year, Warriors in Pink looks for new and innovative campaign ideas to promote breast cancer awareness during the month of October.

Idea

To visualize the real reasons why it's important for people to check their breasts, by capturing their words and tranforming them into a living mural created by local street artists in Miami.

Experience

Razones Que Salvan Vidas created conversation around breast cancer awareness across multiple touchpoints, making the campaign accessible to anyone, anywhere.

We secured a wall in the iconic Wynwood Walls of Miami, which was painted throughout October in collaboration with local street artists. Passersby could read the stories in-person, and the campaign website housed the ever-changing wall via a hi-res photo updated weekly. The image could be zoomed and explored by users, and the site transformed into the livestream hub each week when new reasons were being added. Users could share reasons both on the site, or on social media, to be part of the growing mural.

I developed the concept of Razones Que Salvan Vidas and took the lead to art direct a junior team of designers to guide them in producing a digital execution of this complexity for the first time. Alongside my Copywriter, we worked with a video production team to capture footage for the trailer video used on the site, as well as working with our producers to partner with the street artists who brought the reasons to life each week.

Results

20k+ site visits from 84 different countries
Facebook posts highlighting reasons from the wall received 1000s of likes
1000s of reasons were shared on Facebook throughout breast cancer awareness month