Reaching Out, with Mass Reach, in a Global Crisis.

ALONE TOGETHER
Creative Direction, Branding

When the Pandemic hit in 2020, ViacomCBS wanted to use their megaphone to provide a resource and a voice in order to educate, support, and raise awareness about every aspect of this global crisis. Our collective ViacomCBS brands reached over 650 million people so we knew we needed to take action.

The result was #ALONETOGETHER, a PSA campaign created by the MTV brand creative team, in partnership with the Ad Council and supported by Nickelodeon, BET, CBS and CBS All-Access, Awesomeness, Pluto TV and Showtime.

With an optimistic tone and color palette, we partnered with some amazing creators in and out of house to create a multi tiered campaign that carried critical information, professional advice and messages of hope in a time of need.

The content below is a design focused curation of an incredible campaign that included 22,572 pieces of content, with over 420 celebrity partnerships across platforms resulting in 8.8 billion impressions and 32.2 million engagements on social alone.

ALONETOGETHER_logo.gif

Supporting the Frontline.

A series of graphic PSAs were developed, highlighting the critical work of our first responders with a call to action to donate and support those who were so selflessly helping us all.

Nurturing our Mental Health.

As it became clear that the pandemic was going to be with us for a while, mental health was our next point of focus. Working with the Ad Council, we created a series of animated PSAs urging people to Stay Calm, Stay Connected, and Stay Active.

Combating Pandemic Fatigue.

For our third phase of the Alonetogether campaign, it was important to remind people of the simple things we can, and should still, do to keep ourselves and those around us safe. Once again we partnered with AdCouncil and the CDC and our message. Ads ran nationally with “art of the mask” running during Super Bowl 2021.

  • BRAND CREATIVE TEAM

    SVP Design: Thomas Berger

    SVP Editorial: Justin Russell

    SVP Creative Strategy: Lauren Epstein

    SVP Creative Production: Amy Campbell

    VP Digital Design/Creative: Rich Tu

    VP Brand Creative Production: Joyeux Noel

    VP Brand Creative: Anthony Gelsomino

    Executive Producer Brand Creative Production: Pam Brill

    Sr Director Motion Design: Timothy Livezey

    Sr Producer Brand Creative Production: Ross Jeffcoat

    Producer Brand Creative Production: May Azcue

    Project Manager, creative strategy and planning: Maytee Sans

    Designer: Anthony Annandono, Clayton Jones

    Sound Design: Ambrose Yu

    PARTNERS

    Frontline Workers: Illustration by Rich Tu

    Heroes/Helping Hands: BUCK

    Love Mask: ______________

    Yoga Zen: Illustration, Animation by Yukai Du, Studio: HORNET

    Saxaphone Zoom: LASSO STUDIO

    Art of the Mask: BLOCK & TACKLE

    Dolphin: DELCAN & CO

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