Michelle Obama’s Let’s Move Campaign Creative

Michelle Obama’s Let’s Move Campaign

Creative Direction, Writing, Production & Direction | Public Health Campaign

Let’s Move was Michelle Obama’s national initiative focused on helping kids and families build healthier habits and get moving, and this particular campaign brought in some very recognizable reinforcements. Through a collaboration with Warner Bros., the Looney Tunes characters joined forces with partners including the NBA, NFL, Tony Hawk, and Olympic athletes to help turn healthy choices into something that felt more fun and a little less like a lecture.

For this campaign, I handled creative direction and wrote, produced, and directed the broadcast spots, as well as developed radio, print, and billboard copy and design. The challenge was finding the balance between a message that kids would willingly spend time with. Because the moment something starts sounding like homework, the room clears out fast.