In 2023, 988 Oklahoma wanted ICG to create a local superbowl commercial to get the information about 988 out to the public and challenge stigmas on the subject of mental health. They wanted memorable a TV spot and a campaign surrounding it.

With Macy Muirhead as creative director, we landed on the idea of “Get Your Burden Off Your Back” - framing mental illness as a more approachable topic, and something that can be helped by a simple phone call. Macy wrote out the campaign concept and script, and I got to work on the art direction, costume direction, and a moodboard for each shot in the spot.

Kristin Chenoweth starred as the "burden” throughout the spot. We partnered with Retrospec films on the production. Rob Whitlow edited the spot.

For graphics, I wanted to keep it simple and to the point, while also being able to show the plethora of issues that 988 could help with. That graphic became outdoor, digital, and print media.