In 2022, I art directed the highly successful "Start With a Passion" campaign for the U.S. Army's Black History Month (BHM) social media initiative. This campaign was so impactful that the client expanded its use to include Asian American and Pacific Islander Heritage Month (AAPIHM) and other cultural tentpole celebrations, eventually establishing "Start With a Passion" as GoArmy's official creative platform for all multicultural moments and celebrations.

The core concept of "Start With a Passion" was to celebrate the diverse talents of Black Soldiers during Black History Month. By amplifying their unique stories, we highlighted how the U.S. Army embraces individuality and authenticity, allowing Soldiers to express their values and creativity without compromise. This approach not only resonated deeply with the target audience but also demonstrated the Army's commitment to diversity and inclusion, making a lasting creative impact.

This campaign exemplifies my ability to generate big ideas that authentically connect with audiences and create meaningful, culturally relevant content that aligns with client goals.