ENCOURAGING U.S. CITIZENS TO RENEW THEIR PASSPORT ON TIME
All the Feels Campaign
Challenge: Amid the post-pandemic travel surge, this campaign tackled the backlog of passport renewals by promoting early renewal awareness. It aimed to reduce processing delays and ensure smoother travel experiences for U.S. citizens.
Solution: This multi-channel campaign for the Bureau of Consular Affairs educated travelers on passport renewals, using compelling creative, targeted media, and key influencers. Ads in high-traffic areas and partnerships with travel agencies, airlines, and study-abroad programs expanded awareness and encouraged proactive renewal.
My Role: I helped lead art direction and design, collaborating on the campaign’s creative vision. The core idea, “All the Feels,” focused on evoking emotion through bright, eye-catching colors and dynamic passport-inspired visuals. I also helped define the stop-motion animation style, creating After Effects mockups to guide the animation team.
OOH
Banners, Social, Print
Animation
To bring the campaign to life, we used a stop-motion-inspired animation style, adding a tactile, handcrafted feel to the visuals. This approach created a sense of movement and energy, making the passport-themed elements more engaging and memorable. The mix of frame-by-frame motion and dynamic transitions helped reinforce the campaign’s emotional impact.
Results
The End