Hunger Solutions New York.
Organization focused on maximazing WIC enrollment in NYS.
Creative Direction | Design | Video
Hunger Solutions New York is a nonprofit organization dedicated to fighting hunger and improving access to nutrition across the state, in partnership with the New York State Department of Health. With my oversight, the creative team worked closely with them on multiple multichannel campaigns over the years, all focused on one critical goal: increasing awareness and enrollment in the WIC program. From concept to production, we developed impactful creative that not only drove measurable campaign results but also ensured more New Yorkers got the support they need to thrive.
Creative Director: Matt Sourwine // Video Producer/Illustrator/Strategist: Riley Clarke
WIC Modernization of Services Commercial
With WIC evolving significantly in recent years, our creative team set out to shift a lingering misconception: that WIC hasn’t kept up with the times. From streamlined technology to mobile access and eWIC cards, the program has modernized in meaningful ways but public perception hadn’t caught up. That’s where my creative leadership for this campaign came in.
After collaborative discussions with the client, we aligned on a clear creative goal: the video needed to feel fresh, forward-thinking, and visually distinct from typical public service messaging. I conducted in-depth research on style trends and identified a storytelling opportunity through continuous-line illustration. This offered a modern, artful approach that visually reinforces the concept of seamless progress. I developed a concept that followed a single, unbroken line as it transitioned through scenes, symbolizing WIC’s journey of modernization while delivering a visually compelling narrative.
The client loved the vision, and from there, I partnered closely with our illustrator/animator/video producer to bring it to life. Through animation, music, and messaging, it developed into a cohesive piece that felt both human and current. This video was also produced in Spanish and was versioned in square and vertical formats for use on social media.
Results
The end result was a highly customized, creatively ambitious video that both the client and our team were incredibly proud of. It was a challenging concept to execute which required close collaboration between strategy, illustration, animation, and messaging but the payoff was well worth it. The client was thrilled with how original the approach felt and how perfectly it matched the campaign’s purpose. It struck the right tone: modern, approachable, and authentic allowing it to resonate with the intended audience in a way that felt fresh and intentional.
This video is now being served to eligible individuals across the entire state of New York, helping reshape perceptions of WIC and encouraging participation through a message that feels current and compassionate. For me, this project stands as a true example of purpose-driven creativity done right.