15-sec. OLV spots
creative direction copywriting art direction design
Created for the Canadian Association of Retired Persons (CARP), and following the association’s rebrand, these 15-second OLV spots were developed to spotlight key advocacy priorities for 2025 and deployed across social and high-traffic member channels.
We focused on three of CARP’s federal-level fights: protecting Old Age Security (OAS), sustaining home and community care funding, and raising awareness of fraud and scams targeting older Canadians. Each spot takes a stark emotional approach, portraying seniors in vulnerable situations to underscore the urgency of these issues, foster empathy, and encourage action.
With essentially zero production budget, the challenge was finding a way to create compelling, emotionally resonant spots using the limited resources at hand. AI-generated imagery helped bring the concepts to life, while I wrote, designed, edited, animated, and mixed the spots in-house, in close collaboration with the CARP leadership team.