Opportunity
Reframe public perception of Goodwill from simply a place to donate and shop to a nonprofit whose donated goods directly support education, health, and employment programs throughout the community.
Idea
“How Good is Made.” A campaign that revealed the unseen impact behind every donation and purchase, transforming everyday transactions into tangible acts of community good.
Role
Associate Creative Director leading creative vision, art direction, team management, and campaign development across integrated channels, helping shape a platform that connected emotional storytelling with measurable community impact.
Production by Artclass