Driving donations for a local oasis
When 2020 turned the world upside down, Piedmont Park became a lifeline for Atlantans seeking fresh air and peace of mind. But keeping this iconic green space thriving relies on donations, not city funding. With in-person fundraising off the table, Piedmont Park Conservancy looked to launch an end-of-year campaign to remind Georgians just how essential the park was—and inspire them to give back.
Produced while still social distancing during the pandemic, I developed the concept for and art directed this broadcast television spot for Piedmont Healthcare. Traditional video shoots were not possible, so I selected stock footage curated to create a cohesive production quality complimented by custom screen graphics and titles.
I developed the Keep Piedmont Park concept to inspire people to take ownership of the park, donate, and support the Conservancy. This digital-first campaign—powered by social, email, and web—turned donors into "Keepers of the Park," making their contributions a badge of honor. More than just a message, it became a rallying cry for the community to protect the place they love.
The Conservancy’s iconic chevron wasn’t just a design choice—it was the perfect visual anchor for a sleek, modular layout that kept the brand bold and legible. A strategic marketing funnel—spanning social, email, display, and website updates—drove engagement, while exclusive Keeper-branded swag and signage let donors wear their generosity with pride.
The Keep Piedmont Park campaign was a game-changer at a pivotal moment for Atlanta’s beloved green space. It smashed expectations, raising $168,000—a 67% YoY surge—including $100,000 from 65 first-time donors. The concept I created didn’t just drive donations; it won an AMY Atlanta Marketing Award for Best Integrated Campaign. The campaign’s impact is visible in the Park’s pristine grounds and thriving free educational programs. And to this day, my creative direction remains central to its messaging.
